‘Who Takes Care of the Caregiver?’: AXA Mansard Unveils Ubuntu-Inspired ‘Culture of Care’ Campaign in Nigeria

By Azeez Disu

In a strategic bid to redefine how financial protection is perceived across Africa, insurance and asset management giant AXA Mansard Plc has officially launched its landmark brand campaign, titled “Culture of Care”, during a press briefing in Lagos, Nigeria.

Conceived as AXA’s first pan-African brand initiative designed specifically for the African continent, the campaign draws heavily on deeply rooted communal values, collective responsibility, and the philosophical framework of Ubuntu—“I am because you are”. By shifting the marketing narrative away from abstract risk and formal contracts, AXA Mansard aims to reframe insurance, healthcare, and wealth management as tangible expressions of human care and mutual support.

Speaking at the launch, Kunle Ahmed, Chief Executive Officer of AXA Mansard Insurance Plc, highlighted that while traditional insurance penetration in Nigeria has hovered below 1% of GDP (excluding pension contributions), the fundamental barrier is not a lack of safety awareness, but a cultural disconnect.

“Our purpose is clear: we act for human progress by protecting what matters. Yet, protection does not begin with an insurance policy; it begins with people. It begins with a mother staying awake through the night, parents making sacrifices, and communities rallying around one another. The challenge in Nigeria is helping citizens see insurance not as a transactional expense, but as a practical expression of care. Insurance is not merely a contract,it is a promise that when life becomes uncertain, AXA stands by you.” — Kunle Ahmed, CEO, AXA Mansard Insurance Plc

Ahmed added that against the backdrop of industry recapitalisation under the Nigerian Insurance Industry Reform Act 2025, building stronger, resilient financial institutions will enable insurers to better derisk the economy and drive national prosperity.

Echoing this purpose, Adebola Surakat, Chief Marketing Officer of AXA Mansard Insurance Plc, emphasized the strategic insight driving the campaign: the provocative question of who protects those who spend their lives protecting others.

“Care is the first line of protection; every act of protection begins with an act of care. Long before formal financial institutions existed, African communities relied on systems like Ajo and Esusu to look out for one another. We are launching more than a marketing campaign—we are launching a movement inspired by a simple question: ‘Who takes care of the caregiver?’ When we protect the protector, we strengthen the foundation of our entire society.” — Adebola Surakat, Chief Marketing Officer, AXA Mansard Insurance Plc

Highlighting the health sector’s role in this ecosystem, Tope Adeniyi, Chief Executive Officer of AXA Mansard Health, argued that healthcare accessibility is both a social good and an economic imperative. To illustrate the harsh realities faced by unsupported caregivers, Adeniyi recounted the story of a single mother in a rural community forced to decide whether to spend her last ₦300 on life-saving medication for one sick child or food for her three other hungry children.

“Caregiving is driven by love and sacrifice, but we do not always acknowledge the personal toll it exacts. Care is not merely an emotion; it is an action, and it is perhaps the most beautiful form of protection. At AXA Mansard Health, our operating mantra is ‘care first, premium later’. Whether through our expanded network of partner hospitals or our dedicated AXA One Health clinics, our objective is to remove financial barriers so that caring for others never comes at the cost of caring for oneself.” — Tope Adeniyi, CEO, AXA Mansard Health

Further humanising this point, Omowunmi Adewusi, Human Resource Director at AXA MansardAXA Mansard Insurance Plc, reflected on the physical and financial vulnerability of everyday caregivers, sharing her own personal experience of how emergency blood donation saved her life during childbirth complications.

“We frequently view parents, teachers, and healthcare workers as superheroes, bestowing plaques and awards, but an award system does not take care of their medical bills or insurance needs. As caregivers, they also require structural support. Showing care can be as practical as purchasing home insurance to protect your aging parents’ house or ensuring those who look after us are dually covered.” — Omowunmi Adewusi, HR Director, AXA Mansard

Addressing the asset management dimension of the brand’s promise, Deji Tunde-Anjous, Chief Executive Officer of AXA Mansard Investments, positioned long-term financial planning as a vital form of care that protects future generations.

“Financial security is one of the most powerful forms of protection because it allows individuals to face uncertainty with confidence. When parents save for their children’s education or professionals build wealth, care is transformed into protection. Our role in democratising savings and investments is to help Nigerians translate today’s earnings into tomorrow’s opportunities.” — Deji Tunde-Anjous, CEO, AXA Mansard Investments

To ensure these solutions reach every segment of the population, Jumoke Odunlami, Chief Distribution Officer of AXA Mansard Insurance Plc, detailed the brand’s omnichannel distribution framework.

“The culture of care is directly linked to a culture of growth. To increase penetration, we have embedded our protection products across major bancassurance partners—such as Guaranty Trust Bank and FCMB—as well as digital fintech platforms and local pharmacy networks. We are meeting Nigerians wherever they are, ensuring that protection is simple, equitable, and universally accessible.” — Jumoke Odunlami, Chief Distribution Officer, AXA Mansard Insurance Plc

Unpacking the campaign’s creative strategy, Olusesan Ogunyooye, Head of Marketing at AXA Mansard Insurance Plc, explained that the decision to centre the narrative on “culture” responds to shifting modern social dynamics where traditional support systems are increasingly strained.

“Culture is the bedrock of society, it dictates how citizens interact with each other and with businesses. Today, pop culture debates surrounding ‘black tax’ and the trend of creating social content out of others’ misfortunes signal that our traditional social fabric is under pressure. Our goal is to protect Nigerian heritage by turning the culture of care into a lever for national progress.” — Olusesan Ogunyooye, Head of Marketing, AXA Mansard Insurance Plc

Ogunyooye confirmed that the 360-degree campaign will run through December across public relations, digital platforms, experiential activations, and indigenous language broadcasts, ensuring the message resonates across all socio-economic strata nationwide.