The new video series forms part of AXA Health's 'Find our Feelgood Health' campaign, which encourages people to be healthy via simple and small everyday activities.
Whitehall stars alongside Dr Annabel Bentley, the insurer's chief medical officer, in the videos, as they take part in activities ranging from forest bathing to dog walking. The videos will be made available here.
Research by OnePoll found 83 per cent of British people would find exercise easier to stick to in the long term if it were something they enjoyed doing, while 55 per cent believe that you don’t have to suffer through strenuous exercise and rigorous regimes to lead a healthy lifestyle.
The campaign – by MSL, alongside other Publicis agencies Fallon and Starcom UK – launches today with a video of the comedian explaining the concept from his kitchen.
It comes alongside new positioning for AXA Health, a response to a shift in thinking on physical and mental wellbeing – away from competitive sports, hard work and unrealistic goals to joyful activities that can be undertaken on people's own terms. AXA Health has been formed as a new brand, bringing AXA PPP healthcare, Health-on-Line and Health Services together under one name.
The external campaign has been accompanied by an internal comms launch. AXA Health chief executive Tracy Garrad joined TV presenter Gabby Logan on a "COVID-tested road trip" to some of AXA Health’s locations, to meet its people and learn about its newest innovations.
MSL UK managing director Jo Grierson said: “At MSL, we always inject feelgood and fun vibes into what we do, and launching AXA Health’s Feelgood Health campaign with Jack Whitehall is no different. Look out for the content – it will make you smile, get out there and exercise, of course!”
Andy McClure, AXA Health marketing and proposition director, said: “This is an incredibly important and exciting milestone as we bring three areas of our business together, relaunching as AXA Health. Our new Feelgood Health campaign truly embodies our ambition of empowering people to be the best version of themselves on their own terms, and we are thrilled to be working with Jack Whitehall to bring it to life. We look forward to seeing how our audiences find their own feelgood at home.”
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