“AXA Builds Love, Empowers Growth” Public Welfare Campaign Concludes Warmly
BeijingJune 9, 2026 /PRNewswire/ — AXA Tianping Property & Casualty Insurance Co., Ltd. (hereinafter referred to as “AXA Tianping”) actively responded to the call of the AXA Group’s “AXA Hearts in Action” global employee volunteer week, successfully holding the 2026 “AXA Builds Love, Empowers Growth” public welfare campaign. This campaign innovatively adopted a dual-track model combining “online step donation + offline visits,” partnering with core channel partners such as Datong Insurance Services, Mingya Insurance Brokers, Yongdali Insurance Brokers, and Guoshou Nianfeng. The initiative delved into the mountainous areas of Beijing’s Miyun District, focusing on the emotional companionship needs of disadvantaged youth, and interpreting the true essence of “protection” in the insurance industry through concrete actions.
Focusing on the “Invisible Gap”: From Material Support to Emotional Care
The primary beneficiaries of this campaign were adolescents in remote areas, mainly cared for by grandparents or lacking guardianship. The psychological loneliness and emotional support deficits caused by parental absence represent a more severe “invisible gap” faced by this group. These children often become introverted due to a lack of effective communication guidance, and may even develop a dependency on mobile phones.
Based on this, AXA Tianping partnered with the Ai You Foundation to channel public welfare resources toward “emotional companionship.” As a frontline social worker from Beijing Jiaye Ruxin stated, “For these children, even just a few hours of sincere companionship from volunteers can leave a lasting impression on their hearts.” This became the most important starting point of the campaign—not to measure public welfare by its scale, but to fill the gaps in growth through genuine presence.
Dual-Track Collaboration: Harnessing Collective Goodwill, Practicing Deep Companionship
During the “online step donation” activity from June 1 to 7, AXA Tianping launched a week-long WeChat step donation challenge via the “AXA Anmei” platform, with the company simultaneously matching donations. Over seven days, the activity attracted 3,126 participants, an increase of more than 50% compared to last year; a total of 20,611,472 steps were contributed, nearly doubling last year’s figure; and over 75,000 hours of companionship were accumulated. AXA Tianping donated RMB 100,000 for this public welfare initiative to support the growth and development of disadvantaged youth.
On June 6, offline visits took place in Bingmaying Village, Bulaotun Town, Miyun District. The volunteer team engaged children through interactive activities such as the “Bubble Gum” icebreaker game, a “Cream Glue Mini Fan” handicraft session, and a career inspiration sharing session, encouraging them to open up. That afternoon, volunteers split into four groups to conduct home visits to eight families. In addition to personalized companionship activities like reading, crafts, games, and conversations, volunteers also helped families with home repairs and household chores, turning care into tangible action.
Industry Synergy: Expanding Public Welfare Boundaries Through Ecosystem Collaboration
This campaign was not only a practice of corporate social responsibility (CSR) but also a model of ecological collaboration within the insurance industry. AXA Tianping extended its internal corporate welfare culture to the entire industry value chain, demonstrating that when industry forces unite, they can create greater shared value for society.
As a leading foreign property and casualty insurer with years of deep cultivation in the Chinese market, AXA Tianping has always adhered to the brand mission of “Protecting the Foundation of Life, Advancing Human Progress,” balancing economic benefits with social responsibility. The company continues to collaborate with all sectors of society, constantly expanding the boundaries of protection. To date, AXA Tianping and its channel partners have accumulated 9,222 hours of volunteer service throughout the year. From warm companionship in the Miyun mountains to partnering with ICBC-AXA Life to explore new models of educational empowerment in Sichuan’s Liangshan region, AXA Tianping is steadily integrating the power of warmth into the national strategy for rural revitalization, fulfilling its long-term commitment to society.