over 1000 participants & 110k+ views

AXA has an ambition to become one of the most inspiring companies to work for. They want everyone to feel comfortable being themselves in the workplace so they’re able to reach their full potential. And to do that they encourage everyone to be 100% themselves at work. That’s why inclusion events like Pride are so important to them.

In March 2020 the impact of COVID-19 forced us into a nationwide lockdown and Pride events up and down the country were cancelled. So with most AXA employees moved to homeworking , how could we bring them together to celebrate and support Pride at a time when everyone was apart?

We approached AXA with an idea to unite everyone who was apart, inviting them to join us for a virtual ‘Stride for Pride’. we invited employees to Stride for Pride wherever they liked and for whatever distance they wanted. To take part, they just had to share a photo and their distance via email or by using our campaign hashtag on social media. As well as using emails, banners and the company-wide intranet, we also launched the campaign on our social channels where we get a lot of engagement from AXA employees.

The response was incredible. After two months, Stride for Pride reached an incredible 13,500km, giving us enough strides to culminate our march at the Stonewall Inn in New York, the site of the 1969 riots that launched the Pride movement. The animation was the main driving force for this campaign, reaching over 110,000+ views, it’s the best performing motion piece I’ve created.