The speech will concern on the evolution of ‘Born to Protect’, an international advertising campaign that has become an integrated project at local level, starting from being a storytelling and transforming itself into a storydoing. In fact, after the great success of the two previous editions, the hashtag #NatiPer has collected 328 innovative projects in 2016 and now it is ready to change its first aim, becoming a useful blog thought to support the Company’s positioning. The AXA Italy’s commitment for being a responsible company now is focused on new Generations. This goal can be achieved thanks to a storytelling that becomes a common thread that can help AXA Italy in joining several commitments: from the research financing for supporting startups, to the wide promotion of initiatives linked to art, culture and society. All these activities allowed AXA Italy in developing critical mass (storytelling) and a tangible social impact (storydoing), in harmony with the current social ecosystem.

1. BORN TO PROTECT:
THE STORYDOING AND THE STORYTELLING
OF AXA ITALY IN THE SOCIAL ECOSYSTEM
Isabella Falautano
Director of Communication, Corporate Responsibility & Public Affairs, AXA Italy
Social Business Forum
Milan, 07/07/2016

2. From PAYER to PARTNER
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The new social role of Insurance

3. From PAYER to PARTNER
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Insurance’s brand new social role
Actions speak
louder than words

4. Nati per Proteggere becomes #NatiPer
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STORYTELLING & STORYDOING For further information: natiperproteggere.it

5. Involving our Partners
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Our social ecosystem
social
ecosystem
communication
hubs
Women
& Insurance

6. Brand image growth results
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Jan 2015 / Jan 2016, also thanks to Nati Per Proteggere For further information: cr.axa.it

7. What’s next?
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#NatiPer news & editorial contents