axa italia – Born to protect: the storytelling and the storydoing of AXA Italy in the social ecosystem
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.