Make it stand out.
Making every day feel good with AXA Health
Industry
Healthcare
What I did
Creative Strategy, Copywriting, Creative
01 - THE CHALLENGE
AXA Health wanted to create an internal comms strategy to empower their employees and increase drive and motivation. It was time for them to step out of the shadow of their parent insurance company, AXA UK&I, and celebrate and recognise their existing talent whilst attracting new faces.
02 - THE OPPORTUNITY
Working in partnership with MSL Group, I was tasked with helping AXA Health create an internal communications campaign that would inspire, delight, and unite its employees. The goal was twofold: to celebrate the people behind AXA Health and to foster a stronger, values-led culture of recognition across the organisation.
At the heart of the challenge was the need to distinguish AXA Health from its wider AXA Insurance counterpart. While both sit under the same brand umbrella, AXA Health has its own unique culture; one rooted in care, compassion, and a deep commitment to people’s wellbeing. Our campaign needed to bring this to life, showcasing the passion, hard work, and humanity that defines working at AXA Health.
Beyond recognition, this was about identity. The campaign had to empower AXA Health employees to take pride in their work and feel a sense of ownership in the company’s mission. It wasn’t just a message — it was a moment to shift internal culture and reaffirm what makes AXA Health special.
AXA Health is known for having long working hours and challenging roles, whether in customer service, patient care, or medical. But no matter what their day-to-day looks like, every single employee at AXA Health is making a difference, whether they know it or not.
03 - THE Solution
As AXA UK&I continued to grow, AXA Health employees were beginning to feel overlooked, lost in the scale of the wider organisation. Our challenge was to bring the focus back to them: to spotlight their daily impact, reignite pride, and create a sense of identity and belonging.
Building on the success of AXA Health’s external Feelgood Health campaign which had already started to shift customer perceptions, we set out to do the same internally and for prospective talent. The result was Find Your Feelgood, an internal comms and employer brand campaign that made AXA Health employees feel seen, celebrated, and empowered.
Rather than falling back on tired narratives about “work-life balance,” we challenged the assumption that work is the problem and life is the reward. We reframed the story: work is a core part of life, and at AXA Health, it’s a place where people can thrive. Feelgood isn’t something to chase after hours — it can be found in the workplace too.
To make this feel real and not preachy we introduced the idea of stackable health: simple, snackable ways employees could nurture their wellbeing day-to-day. From wellbeing tips shared by AXA’s in-house experts to candid, bitesize reflections from real employees, the campaign surfaced the many ways people “find their feelgood” at work — whether it’s through solving a problem, being heard, supporting a teammate, or seeing the impact of their work.
At the heart of the campaign were AXA Health’s unsung heroes. Through bold, striking portraits and imaginative storytelling, we celebrated their contributions with the same energy and care usually reserved for front-page headlines or award winners. They weren’t just featured, they were elevated, positioned as everyday superheroes whose work quietly transforms lives.
These stories lived across internal channels and AXA Health’s careers platform, helping shift perception, spark pride, and inspire future talent. It wasn’t about reinventing the wheel. It was about recognising the extraordinary in the everyday and making sure the people behind it felt just as valued as the impact they create.