Financial abuse in relationships can be a form of coercive control and domestic abuse. To help people better recognise the warning signs, a new campaign from AXA UK shines a light on the hidden language of financial abuse.

The campaign, created with the help of Leo UK, is made up of out-of-home and social activations that show how financial abuse can hide in plain sight. Creative shows finance controlling phrases paired next to translations to underline the severity of their meaning. 

One iteration reads: “I took you off the car insurance. You don’t need it.” Another says: “You don’t need to see the paperwork, I’ll take care of it,”. The translations reframe the words to reveal what’s really being communicated when one partner removes the others financial control and freedom. 

The campaign is supported by research from AXA UK, which found almost a quarter (24%) of UK adults wouldn’t consider a partner having financial control over their bank accounts as abuse. 21% believe being removed from an insurance policy could be dismissed as ‘normal’ or ‘not serious’ in a relationship.

As many people underestimate the severity of financial control, the campaign aims to shine a light on the importance of being aware of what financial control looks like. 

“The power of this idea is its simplicity. We took familiar, everyday phrases and revealed the hidden truths they can sometimes carry. ‘What they say. What we hear.’ is designed to stop people in their tracks, because the most harmful control doesn’t always look dramatic, it can sound like a normal conversation. If the work helps even one person recognise what’s happening and reach support, then it’s doing its job,” explains Mark Elwood, Chief Creative Officer, Leo UK.

AXA has worked with Women’s Aid and Smart Works to increase understanding and improve access to support, taking the campaign beyond awareness. 

A wider PR campaign, led by MSL UK, is fronted by TV presenter and relationship and life coach Anna Williamson. Williamson will help to raise awareness of financial abuse and share how AXA UK is supporting victims and survivors. 

Through both awareness, education and action, the simple yet impactful campaign aims to position AXA as an advocate for financial freedom.