AXA Liverpool FC

AXA and Liverpool FC launch the second installment of ‘In Safe Hands

Agency: Publicis Sport FR


Friday 25th November, France

AXA and Liverpool FC launch the second installment of ‘In Safe Hands’, a campaign focusing on early cancer detection and self-examination

The Official Training Partner of Liverpool FC releases a tutorial video about testicular cancer self-examination featuring one of the safest pairs of hands at the club: goalkeeper Alisson Becker.

AXA, the Official Training Partner of Liverpool FC, together with its agency Publicis Sport have released the second episode of their ‘In Safe Hands’ campaign, aired on AXA and Liverpool FC social media platforms. The first instalment focused on breast cancer and was released in October, which is known globally as breast cancer awareness month. Starring Liverpool FC goalkeepers, Alisson Becker and Rylee Foster, the content also featured some specially designed footballs for the purpose of this content to demonstrate how three simple self-examination gestures can help save people’s lives.
The second episode aims to help raise awareness of early cancer detection and features Liverpool FC goalkeeper Alisson Becker outlining a set of self-examination tutorials to help people discover testicular cancer at its very earliest stage.
The content as a strong narrative highlighted by a powerful Liverpool FC fan story. Ian, a Liverpool FC fan and testicular cancer survivor, shares his inspirational story, reminding everyone how important it is to perform testicular self-examination. Research shows that if cancer is detected early enough, the survival rate rises to 99% within the first 5 years of recovery.
Charly Krebs, Global Head of Sponsorship at AXA quoted: “As a key health insurance actor we know how important self-examination and prevention are. There was a natural connection to team-up our medical experts with Liverpool FC and teach lifesaving techniques that can help detect cancer early. Using the power of Liverpool Football Club and their global reach, we hope that our self-examination tutorials can help to make a meaningful difference to men and women’s lives across the world.”

Alexandre Chabot, creative director at Publicis Sport said: “With In Safe Hands, we want to remind people that for self-examination you only need a pair of hands and a basic understanding of where and how to examine your testicles. That is why we teamed up with our AXA medical expert and one of the safest sets of hands at Liverpool FC, Alisson Becker, to deliver our message.”

To watch AXA’s In Safe Hands tutorial with Alisson Becker and Liverpool FC
And if you missed the first episode, you can watch the Pink October video

About AXA
The AXA Group is a worldwide leader in insurance and asset management, with 160,000 employees serving 108 million clients in 57 countries.

About Publicis Sport
Supporting brands in their strategies and their speeches in sport is the challenge that this new agency has set itself, which also has the mission of advising the sports world in their brand communication.
It is structured around several offers for brands, sports organizations or athletes: consulting and strategic support, sponsorship competitions and institutions, communication plans, media strategies, 360 activations, content, influence and PR, licensing, experience design and consumer...
Publicis Sport is chaired by Pascal Crifo, who is also President of the Blue 449 media agency, who brings in addition to his passion and culture of sport, all his creative and media expertise. At his side, Guillaume Cossou is appointed Chief Executive Officer of Publicis Sport. Publicis Sport

This professional campaign titled 'AXA and Liverpool FC launch the second installment of ‘In Safe Hands' was published in France in November, 2022. It was created for the brands: AXA and Liverpool FC, by ad agency: Publicis Sport FR. This Integrated medium campaign is related to the Health industry and contains 1 media asset. It was submitted about 1 year ago.



• Global Brand Director: Virginie Berçot
• Global Head of Sponsorship: Charly Krebs
• Sponsorship Project Officer: Maxence Pelé
• Global Sponsorship Assistant: Gaetan Ternes

BRAND : Liverpool FC
• Senior Manager, Partnerships: Alastair Henderson
• Manager, Partnerships: Louisa Buchanan

• Chief Medical Officer: Magali Bozon


CEO Publicis Sport: Pascal Crifo & Guillaume Cossou
Business Director: Paul Chassais
Creative Director: Alexandre Chabot
Art Director: Steven Millescamps
Art Director: Lucas Skornicki
Copywriter: Noé Delgado
Social Media Director : Brice N’gom
Account Manager: Clemence Bantegnies
Account Executive Assistant: Aditya Chandra Kumar

ADVERTISING AGENCY: Publicis Sport & Entertainment UK
• Business Director: Charlie Walter
• Senior Manager: Ryan Boulton
• Director: Eric Meng
• Producer: Augustin Gregoire
• Line Producer: Olivier Grosman
• Production service: 4Shoots

• Post Producer: Julien Berger, Julien Leroy
• Editor: Philippe Quere, Romain Bertrand, Mike Giacovazzo, Lionel Kpeteme, Pierre-Louis Planeix
• Colourist (Directors Cut) and Agency cut: Boubacar Konate
• Post-Producer Audio: Martin Herail, Agathe Rudler
• Assistant : Edgar Louet, Sarah Simon
• Music Title : Ever Since
• Album Title : The Morning sun
• Library : Montgomery Records
• Composers : Ashley Clark
• Publishers : Montgomery Records
• Labels : Montgomery Records


Christelle Malochet – Head of Communication – Tel 00 33. –


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