New AXA campaign brings ‘Me-Time’ to Asia’s sandwich generation, encouraging them to redefine what it means to be well

“Make Time For Me-Time” deepens AXA’s commitment to provide tangible and meaningful support for positive mind health

AXA today launches an Asia-wide campaign encouraging everyone to ‘Make Time For Me-Time’, normalising the importance of making time for yourself because healthcare starts with self-care.

The campaign was inspired by the needs of Asia’s sandwich generation, who are caught between caring for their elderly parents and their children, meaning they find themselves spending their waking hours caring for others. When they do find a few minutes to devote to themselves, they can often feel guilty or ashamed – especially if it means telling someone ‘No’.

This insight reflects AXA’s continued focus on promoting positive mind health both in and out of the workplace. This includes raising awareness of its importance to overall health and breaking down stigma through initiatives like its annual Mind Health and Wellbeing Study, as well as equipping individuals with the tools to improve their own mental wellbeing, such as through its recent Fit to Flourish series that provided a path to developing the 10 skills that underpin good mental health.

“For the sandwich generation in Asia, cultural expectations mean it is normal to spend your waking hours caring for others, whether at home or at work. Yet AXA’s own research and experience in serving our customers shows that self-care is critical to wellbeing and the more you care for yourself, the more you can care for others,” says Gordon Watson, CEO of AXA Asia and Africa. “We therefore want to normalise the importance of taking time out for yourself, free from guilt, as a necessary part of what it means to be well.”

Watch the campaign film

The new integrated campaign is steeped in the science of colour: soft blues help with mental fatigue, red is associated with energy and improving blood circulation, and yellows create a sense of warmth.

To bring this to life, AXA has also collaborated with renowned artist YOSHIROTTEN to create an ‘Art Care Series’. A specially created series of eye, breathing and stretching exercises aim to soothe the body and mind using the science of shape, colour and sound. Ranging from 30-seconds to 15 minutes in length, the outdoor activations will be placed in high-traffic areas to remind people to take time out for themselves, while in Hong Kong, the activations can be experienced in a pop-up space in the lead up to World Mental Health Day on 10th October.

Experience the Art Care Series

Created by Publicis Groupe Hong Kong, ‘Make Time for Me-Time’ is launching Asia-wide in markets including Hong Kong, Japan, Thailand and the Philippines, with influencers and celebrities sharing their personal experiences and tips for making time for Me-Time.

Watch the Art Care Eye and Breathing Exercise videos.