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AXA Launches ‘Bounce for Good’ – A Community Challenge to Celebrate Bouncing Back from Adversity

June 23, 2018 |

As part of the 8th edition of its Corporate Responsibility (CR) Week, AXA Insurance today announced the ‘Bounce for Good’ challenge, to encourage Singaporeans to support and celebrate people bouncing back from adversity and inspire the larger community in Singapore to do the same. AXA also announced two significant year-long CR partnerships with local charitable institutions Singapore Cancer Society and SportCares, whose respective missions around empowerment align with AXA’s mission to empower people to live better lives. A long established cancer charity, Singapore Cancer Society focuses on minimising the impact of cancer through awareness and prevention, and supporting those impacted by cancer, while SportCares, a growing national movement that activates sport for social good, empowers the at-risk and vulnerable in our community to live better through positive sports experiences. 

The ‘Bounce for Good’ challenge will run until 31 July 2018, inviting Singaporeans to share photos and videos of themselves doing an action involving a bounce, including actions such as a jump, leap, or skip. AXA will donate $1 for every video or image posted, and has committed to donate up to a total of $50,000 to its CR partners Singapore Cancer Society and SportCares. To contribute to the donation amount, the video or image must be posted on Facebook or Instagram as a public post with the hashtag #AXABounceForGood and tagging AXA Singapore on Facebook.

The ‘Bounce for Good’ challenge is part of a wider campaign, Bounce Back Stronger, which came together following the AXA Better Beyond Survey conducted early this year. The survey provided insights on consumers’ awareness and attitudes towards critical illness insurance products in Singapore. Unfortunately, the findings revealed a lack of understanding and preparedness for the financial implications of critical illnesses. The study showed that only 52% owned critical illness insurance despite close to 9 in 10 saying they have a likely chance of being diagnosed with a critical illness before turning 65.

This prompted the kick-off of the Bounce Back Stronger campaign which reinforced AXA’s belief of supporting people who bounce back from difficult life situations such as critical illnesses, and their supporters and caregivers.

Believing that corporate responsibility should be embedded into its business strategy and operations, AXA has been donating $10 to Singapore Cancer Society for every AXA CritiCare for Her and AXA CritiCare for Him policy sold since it was launched in April as part of an on-going commitment to support critical illness awareness and prevention. This donation commitment is double the amount AXA previously gave for every AXA 360° Cancer Care policy sold from its launch in 2013 until this year when it evolved into AXA CritiCare for Her and Him. These policies provide coverage against gender-specific critical illnesses at affordable prices with benefits to support people from diagnosis to recovery, and even health screenings to promote early detection of critical illnesses.

In line with AXA’s belief that employees are one of the contributing factors towards building a robust CR strategy, AXA will be working with both Singapore Cancer Society and SportCares to create opportunities for its employees to engage with both organisations’ beneficiaries and give back to the community as part of the partnerships. To promote momentum in volunteering, the focus for AXA’s 2018 CR Week, a week dedicated for the AXA Group and its employees globally to contribute time and resources to help local charities and causes, has been to drive volunteering activities. AXA also took further steps during CR Week to empower its employees all year round, by announcing volunteer leave. Employees can now take leave (half-day) from work to contribute in any volunteering activity of their choice. During and even after CR Week, employees will also be encouraged and equipped to participate in activities that will benefit the Singapore community.

Jean Drouffe, CEO, AXA Insurance, said, “Supporting people when they are in trouble is the purpose of insurance. AXA is taking that a step further to also ensure we are responsible corporate citizens, and we support local communities. Our strategic partnerships with both the Singapore Cancer Society and SportCares are completely aligned with our mission to empower people to live better lives. I am extremely grateful for, and proud of, the active participation of our employees in delivering on AXA’s commitment to the Singapore community. A big thank you to all our staff and agents for volunteering their time and for their generous donations this week.”

“Singapore Cancer Society is very encouraged with AXA’s partnership over the past five years in our collective aim to fight against cancer, by rallying the community to “Minimise cancer, Maximise lives”, contributing towards reduced cancer incidences, improved survival rates and the quality of life for many who are impacted by cancer.  Through this partnership, we strive to support cancer survivors to bounce back stronger,” said Albert Ching, CEO, Singapore Cancer Society.

“We are thankful to AXA for their shared belief in SportCares’ efforts in encouraging people to live better through sport and physical activity. Since SportCares’ launch in 2012 under Vision 2030, we have encouraged inclusiveness in our community by empowering and inspiring those in need of a helping hand. We have reached out to over 25,000 children and youths and have seen positive change in their lives. Many have in return come back to serve the community as volunteers. Having a corporate partner like AXA sends a strong signal that we can all join hands in this endeavour,” said Lim Teck Yin, CEO, Sport Singapore.