AXA Asigurari company wants to become the first international brand to join the ‘Secunda – Viata’ program (‘Second – Life’), in order to redefine the standards of the insurance industry and also those related to humanitarian initiatives.
The ‘Secunda – Viata’ program is a first in Romania and represents an innovative fundraising mechanism developed by the Leo Burnett group. The program mechanism consists in giving away the price of a second of the TV ads for a humanitarian cause. The spots will display the logo ‘Second – Life’ which marks their involvement in supporting the chosen cause.
