AXA Philippines spotlights road safety realities in latest 'Everyday protectors' film

AXA Philippines has launched the second instalment of its “Everyday protectors” campaign, using emotional storytelling to spotlight the responsibilities drivers carry beyond simply getting from one place to another.

Timed with Road Safety Month in May, the campaign arrives amid persistent concerns around vehicular safety in the Philippines. Data from the Highway Patrol Group recorded more than 31,000 vehicular crashes in 2024, while the Department of Health reported over 1,000 road-related injuries during the recent Holy Week travel period.

Against this backdrop, AXA’s latest short film centres on Fred, a father travelling to his daughter’s wedding when the family car suddenly breaks down en route. While the situation initially threatens to derail the day, the story pivots toward preparedness and resilience, with AXA’s 24/7 roadside assistance helping the family continue their journey.

Don't miss: AXA Philippines redefines insurance for the people everyone depends on

In a lighter moment that closes the film, the bride ultimately arrives at the church aboard a carabao, transforming what could have been a stressful setback into a memorable family moment.

The campaign positions driving as a shared responsibility often tied to family, livelihood, and care for others, while reinforcing the idea that protection extends beyond the vehicle itself.

According to Philippine National Police data cited by the insurer, mechanical defects accounted for 2.52% of road mishaps in 2024. While comparatively small, AXA said the figure underscores the reality that not all incidents stem from driver behaviour and that unexpected disruptions can still occur even with well-maintained vehicles.

The latest campaign also serves as a platform for AXA to highlight its broader car insurance offering, which includes protection for vehicles, drivers, and passengers, alongside add-on services such as 24/7 roadside assistance, fast claims approval, and Acts of Nature coverage.

Established in 1999, AXA Philippines is among the country’s largest insurers, serving more than a million customers through life and general insurance products. The company is a joint venture between AXA Group, GT Capital Holdings, and Metropolitan Bank and Trust Company.

Join us on 21 May 2026 at Content360 Philippines and be part of the honest, hard-hitting conversations redefining content effectiveness in an AI-shaped, zero-click world!

Related articles: 
AXA Philippines enters SEA's art scene with Cyril Kongo collaboration
AXA study spurs launch of mind health self-check tool in the Philippines
Sammi Cheng fronts AXA's WealthAhead II campaign to redefine legacy planning