Ageism, ugh. It’s insidious and everywhere. It’s in derisive jokes, outdated stereotypes, assumptions of inability and, in Australia, blaming older generations for what’s wrong with the world today. Age is treated as a risk.

Publicis Conseil and AXA have launched a global brand campaign with an optimistic and future‑focused message, “Every age is the right one. Age shouldn’t be a risk.”

The campaign positions AXA as a long-term partner for an inclusive, intergenerational society by reframing age-related stereotypes and positioning ageing from a perceived risk to a source of collective progress.

AXA believes:

• Age is not a limit, it is part of human diversity.
• Intergenerational support strengthens individuals and society as a whole.
• Progress happens when people are empowered, regardless of age.
• Insurance and protection must evolve with people, across all life stages.

The brand campaign portrays people of different ages pursuing meaningful goals, sometimes in places where they are not traditionally expected, but supported by other generations.

The hero film, directed by Christopher Riggert, with its uplifting, human and optimistic tone, focuses on learning, achievement and mutual support across generations. It features a reinterpretation of Wouldn’t It Be Nice by The Beach Boys, produced by Kwes, reinforcing the emotional and universal dimension of the message.

The print visuals, shot by Gus Powell and Guillaume Nadaud, capture authentic intergenerational moments of connection, exchange and solidarity.

This new phase is the third chapter of AXA’s global brand platform, Why should the future be a risk, following Being a woman shouldn’t be a risk and Being self‑employed shouldn’t be a risk. Each year, AXA addresses a major societal issue in order to reaffirm its long‑term commitment to building a more inclusive and resilient society, all three wrapped by AXA’s brand signature, Know You Can. With this campaign, AXA continues to support individuals, families and businesses worldwide, giving them the confidence and means to move forward, at every age, and at every stage of life.

The campaign is running in France, and across 11 countries (UK, Ireland, Spain, Italy, Germany, Switzerland, Belgium, Japan, Hong Kong, Thailand, and Turkey) from May 31 to July 12 on TV, SVOD, AVOD, static and digital OOH, display and social media.