AXA Mansard has introduced a new awareness campaign designed to promote financial protection, savings and a broader culture of care among Nigerians.
Tagged “Culture of Care,” the initiative seeks to highlight the role of insurance, healthcare and financial planning in helping individuals, families and businesses prepare for future needs and unexpected challenges.
The company said the campaign is built around the idea that care should be viewed as a shared responsibility extending beyond individual households to businesses, communities and wider social systems.
It also aims to deepen public understanding of insurance by presenting it not merely as a financial product, but as part of a broader approach to protecting people, their health, assets and long-term wellbeing.
Speaking during the launch, the Chief Executive Officer of AXA Mansard Health, Tope Adeniyi, said the campaign was intended to encourage greater recognition of the importance of caregiving and the need to support both people providing care and those receiving it.
Adeniyi said care was relevant to virtually every aspect of people’s lives, noting that individuals routinely provide support to spouses, children, parents, relatives, friends and colleagues.
He stressed that the concept extended beyond personal relationships to include systems and services that help people maintain their wellbeing.
According to him, healthcare, health insurance, childcare and other forms of social protection are all components of a functioning culture of care.
“Our bodies, our souls, and our properties matter to us. And the culture of care is very important,” Adeniyi said.
He explained that the campaign was intended to encourage a broader conversation around how individuals and institutions can provide adequate protection while preparing for future risks.
Also speaking at the event, the Chief Executive Officer of AXA Mansard Investment, Deji Tunde-Anjous, highlighted the connection between financial wellbeing and personal protection.
He said financial security was an important part of helping individuals plan with greater confidence, particularly when preparing for future obligations and unforeseen circumstances.
According to him, effective financial planning gives people greater capacity to make long-term decisions and build resilience.
The campaign therefore combines the themes of protection and financial preparedness, encouraging Nigerians to consider how insurance, savings and investment planning can work together in securing their future.
AXA Mansard said the initiative also reflects its focus on placing customers and their needs at the centre of its operations.
The company noted that care should not be limited to responding to emergencies, but should also involve taking proactive steps to protect health, finances, families and property.
Through the “Culture of Care” campaign, AXA Mansard is seeking to broaden public conversations around the different forms of protection available to individuals and businesses.
The initiative also comes against the backdrop of increasing interest in financial planning and risk protection as households and businesses seek ways to manage unexpected expenses and prepare for long-term needs.
By bringing insurance, healthcare, savings and investment into the same conversation, the company said it hopes to encourage a more comprehensive approach to financial and personal wellbeing.
The campaign ultimately positions care as an ongoing responsibility involving individuals, families, employers and institutions, while highlighting the role financial protection can play in supporting long-term stability.
