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AXA: Euro Woman - 2025

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We all know that sports activities are essential for mental and physical health across a lifetime, but worrying statistics show that women are dropping sports at key moments of their lives. Puberty, motherhood and menopause are turning points in women’s life where sport is taken off their agenda- twice as many girls as boys cease sports at puberty and 30% of women admit they are less physically active after menopause. Following their platform ‘Being a woman should not be a risk’, AXA is taking a stand on this key battle for women’s health and wellbeing. The bold campaign was created with Publicis Conseil and directed by Yupi Segura.
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