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Born to protect: the storytelling and storydoing of Axa Italy in the social ecosystem - Isabella Falautano

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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.

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Born to protect: the storytelling and storydoing of Axa Italy in the social ecosystem - Isabella Falautano

  1. 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. 2. From PAYER to PARTNER 2 | SOCIAL BUSINESS FORUM - JULY 2016 The new social role of Insurance
  3. 3. From PAYER to PARTNER 3 | SOCIAL BUSINESS FORUM - JULY 2016 Insurance’s brand new social role Actions speak louder than words
  4. 4. Nati per Proteggere becomes #NatiPer 4 | SOCIAL BUSINESS FORUM - JULY 2016 STORYTELLING & STORYDOING For further information: natiperproteggere.it
  5. 5. Involving our Partners 5 | SOCIAL BUSINESS FORUM - JULY 2016 Our social ecosystem social ecosystem communication hubs Women & Insurance
  6. 6. Brand image growth results 6 | SOCIAL BUSINESS FORUM - JULY 2016 Jan 2015 / Jan 2016, also thanks to Nati Per Proteggere For further information: cr.axa.it
  7. 7. What’s next? 7 | SOCIAL BUSINESS FORUM - JULY 2016 #NatiPer news & editorial contents

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