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AXA Insurance launches #AXAEpic5ForGood challenge to rally Singaporeans to build connections and give back to the community together

July 12, 2019 |

AXA Insurance today announced the launch of the #AXAEpic5ForGood challenge to encourage Singaporeans to come together to give back to the community. Through the challenge, AXA also seeks to reinforce the impact of individual actions for the collective good.

From today up till 16 August, AXA is inviting everyone in Singapore to join the #AXAEpic5ForGood challenge by sharing creative photos and videos of themselves doing a high five on Instagram. This is the third edition of the AXA ‘For Good’ challenge which was first launched in 2017.

To mark its 50 years in Singapore, AXA will be kickstarting the challenge by donating an initial amount of S$10,000 to its longstanding corporate responsibility (CR) partners, Singapore Cancer Society (SCS) and SportCares . In addition, AXA will donate S$5 to a donation pool for its two CR partners for every photo or video posted—a five-fold increase from previous years in celebration of its milestone anniversary—and has committed to donate up to a total of S$50,000 as part of the challenge. To contribute to the donation amount, the photo or video of an individual or group doing a high five action must be posted on Instagram with the hashtag #AXAEpic5ForGood, and with 5 friends tagged so as to challenge them to post their epic high five moments.

Jean Drouffe, Chief Executive Officer, AXA Insurance, said, “Giving back to the community is part of AXA’s DNA, and we embed corporate responsibility into our business strategy to ensure its sustainability, longevity and continued focus. As we reaffirm our commitment to this community, the national conversation around fostering a community of care and contribution resonates with us. Beyond supporting our corporate responsibility partners financially, we hope to also bring the community on this journey of care with us. Through the simple action of a high five, we hope to remind Singaporeans to connect with those around them and demonstrate care and support for other members of the community.”

Apart from the traditional high five, there are epic ways to execute a high five. Whether it is a high five group dance, a baby’s first high five, high fiving while jumping mid-air or virtual high fiving across countries via a video chat, Singaporeans are encouraged to share their personal interpretation of their most epic high five while exercising their creative muscles and having fun.

The high five gesture was chosen for its simple yet symbolic value as a sign of connection. This action which is often done as a greeting, a form of celebration or as a sign of encouragement, among people of all ages, serves as a reminder that every individual can make a difference in the lives of others just by connecting with the people around them and showing that they care.

The #AXAEpic5ForGood challenge strongly aligns with the launch of AXA’s new global tagline “Know you can”, a reinforcement of its promise to be an encouraging partner who empowers people to live better lives. In line with this brand promise, AXA also wants to be a partner to the community at large and has heeded the government’s call to build a more caring society. Beyond giving back to the community with a donation to its CR partners, AXA also strives to promote and inculcate the spirit of community and giving among Singaporeans through the #AXAEpic5ForGood challenge.

Albert Ching, Chief Executive Officer, Singapore Cancer Society said, “The fight against cancer is not won alone, and greater community action by both individuals and corporate partners like AXA can certainly play a part in supporting those among us affected by cancer. As Singapore Cancer Society strives to Serve More and Serve Better, we look forward to have Singaporeans join in the #AXAEpic5ForGood challenge so that we can create greater awareness. We are grateful too for corporate partnerships that boost the work that the Singapore Cancer Society does, and are delighted to have AXA continue its partnership with us.”

Lim Teck Yin, Chief Executive Officer, Sport Singapore said, “At SportCares, we believe in using the power of sport to bridge communities and foster inclusivity. We are heartened by AXA’s efforts over the years to not only give back, but to also rally the community to do good together. Partnerships such as this help to further SportCares’ efforts to break down barriers and empower the underserved and the vulnerable to live better.”

AXA’s desire to give back to the community starts from within its organisation, and it has just  concluded its 9th annual Corporate Responsibility Week (CR Week) which is dedicated for AXA employees around the world to contribute time and resources to help local charities and causes. In Singapore, AXA employees came together to give back to the community and learn about environmental protection. Employees were involved in activities ranging from an engagement outing with the beneficiaries of Singapore Cancer Society, a foodbank donation drive, a learning trail to appreciate local floral and fauna, and a woodworking workshop with SportCares youth.


AXA Insurance is part of the AXA group, a worldwide leader in insurance and asset management, and the world’s leading insurance brand for the tenth consecutive year, with 171,000 employees serving 105 million clients in 61 countries. Present in Singapore since 1969, AXA Insurance has been serving the general and life insurance needs of individuals and companies in Singapore through a wide range of innovative products. As one of the top global insurers in Singapore, AXA Insurance protects more than a third of a million customers in Singapore. As a company whose business is about protecting people, AXA Insurance is committed to building a stronger and safer society by empowering customers to live better lives.

For more information, please visit www.axa.com.sg.


Samantha Yong

Email: samantha.yonghp@axa.com.sg

Dorlisa Goh

Email: dorlisa.goh@axa.com.sg

Debapriya Bhattacharya

HP: +65 8661 2952

Email: debapriya.bhattacharya@mslgroup.com

Julia Christiaens

HP: +65 8779 1373

Email: julia.christiaens@mslgroup.com