AXA Teams Up With Local Communities to Crowdfund Road Safety


AXA has launched a crowdfunding initiative on CrowdfunderUK to enable local communities to raise money for projects that aim to improve road safety in their area. As the next phase of the insurer’s RoadSafe Schools campaign, which initially launched in 2013, AXA will be providing £15,000 worth of match-funding to help support the projects that successfully register with its campaign.

AXALeader of the RoadSafe Schools initiative, James Barclay stated,“We began our road safety campaign back in 2013 and since then we have endeavored to highlight the safety issues that face our roads. Despite significant road safety improvement in the past 20 years, far too many road traffic accidents still occur; In fact, there are approximately 2,000 people killed* on our roads every year.

“Teaming up with CrowdfunderUK and pledging to match-fund road safety improvement projects is the natural progression of our road safety campaign, and it is our way of empowering local communities to take action and make their roads safer. No road safety project is too small; we feel that those involved in local community life are best-placed to decide what is best for their area, and it’s often the little things that can make a big difference.”

Road safety projects can be proposed by any member of the public, as well as schools, local campaigners, local authorities or businesses and can be as diverse as funding for a part-time lollipop person for a year to paying for the printing of children’s road safety posters or improving the visibility of cyclists on the road.

Graeme RoyGraeme Roy, Head of Marketing for Crowdfunder, noted, “This is an exciting partnership and one we hope will inspire and motivate the crowd across the UK to raise funds for road safety. Crowdfunding is a great opportunity for communities to unite and fund projects important to them. With the AXA match funding this campaign will make a real difference in the UK.”

Members of the public that donate money to the road safety projects will receive a token of appreciation as a thank you. This could be anything from a thank you note to the incorporation of a local business’s logo on to relevant campaign materials.

Four projects will be live at launch, while others will join the campaign page in the coming week:

  • Trathik, the board game that may save lives, Carlisle: A road safety board game designed to re-educate all road users through its many question cards, based on the DVSA theory test Question Bank. Crowdfunding target: £3,000
  • AXA 2Snappy Road Safety, Yorkshire: A road safety programme for children and young people with disabilities in the city of York. Crowdfunding target: £1,500
  • Cycle Smart Fun Book, Reading: A safer cycling booklet and DVD for parents/carers and for younger cyclists aged 5 to 11. Crowdfunding target: £6,000

AXA is one of the largest general insurers in the UK and underwrites a broad range of products for individuals and businesses. AXA Direct Insurance offers car, home and travel insurance through its website and is designed to make buying insurance fast, secure, convenient and easy-to-use.

The AXA Group has over 157,000 employees serving 102 million clients in 56 countries. In 2013, IFRS revenues amounted to Euro 91.2 billion and IFRS underlying earnings to Euro 4.7 billion. AXA had Euro 1,113 billion in assets under management as of December 31, 2013. In 2014 Interbrand ranked AXA the 1st insurance brand worldwide for the 6th consecutive year.

In the UK, AXA operates through a number of business units including: AXA Wealth, AXA Commercial Lines and Personal Intermediary, AXA Personal Direct and Partnerships, AXA PPP healthcare, AXA Ireland and an independent distribution business Bluefin. AXA employs over 10,500 staff in the UK.


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