Women’s Aid Supports AXA UK’s new Domestic Abuse Awareness Campaign
Women’s Aid is supporting AXA UK as they launch their ‘What They Say. What We Hear’ campaign. Financial abuse can be hard to recognise, and this campaign unpacks some of the hidden signs that might be indicators of abuse. Through this powerful campaign, AXA UK have translated some of the everyday phrases abusers might say in conversations to highlight where there may be instances of financial control and abuse.
Women’s Aid has partnered with AXA UK to create a dedicated support pathway for customers who need help. As part of this partnership, Women’s Aid has trained AXA UK staff to recognise and respond safely to signs of domestic abuse.
AXA UK and Women’s Aid Launch New Domestic Abuse Survivor Support Pathway
This collaboration brings together AXA UK’s customer facing teams and Women’s Aid specialist expertise to ensure survivors receive safe, compassionate, and effective support at the moment they need it most.
Both organisations have worked to codesign and implement a robust, trauma informed pathway that is now fully operational across all AXA UK services for their direct insurance customers.
A New Model of Support for Survivors
As part of the initiative, Women’s Aid trained a network of Domestic Abuse Champions at AXA UK working across its customer phone lines. These champions have been equipped by Women’s Aid to:
- Recognise signs of domestic abuse
- Respond with empathy and confidence
- Safely signpost survivors to specialist support
Once a survivor is identified, AXA UK’s teams follow a dedicated referral pathway that connects the survivor to direct support from Women’s Aid.
Financial Support for Survivors
In addition to the referral pathway, AXA UK has created a dedicated Survivor Support Fund to help individuals referred through the programme. This represents a significant commitment from AXA UK and provides immediate, tangible support to survivors navigating crisis situations.
A Partnership Built on Purpose
“We’re incredibly proud of what this partnership has achieved in such a short time,”
said Sophie Duggan, Partnership and Development Manager at Women’s Aid.
“AXA UK’s willingness to invest in training, create a clear pathway, and provide direct financial support shows a genuine commitment to protecting and empowering survivors. Together, we’re ensuring that people who disclose abuse are met with understanding, expertise, and real, practical help.”
Tara Foley AXA UK & Ireland CEO added:
“As a business, we aim to protect what matters most and we have a valuable role to play in supporting our customers when they’re in need. That’s why with expert guidance from Women’s Aid, we have trained our call centre teams to support those who disclose that they are experiencing domestic abuse and offer practical assistance. Working together we want to empower everyone to recognise the signs of abuse and help them find the words to seek help when they need it most.”
About the Partnership
The pathway is now fully embedded across AXA UK’s customer facing operations, with all Domestic Abuse Champions trained and referrals already being supported.
To find out more about the project and AXA UK’s ‘What They Say. What We Hear’ campaign, please visit:
Domestic Abuse | AXA & Women’s Aid
If you are interested in our work with corporate partners, please visit:
Become a corporate partner – Women’s Aid