WITH THE SUPPORT OF
IN PARTNERSHIP WITH
Participatory storytelling helps organizations examine their theory of change through the lens of lived experience. Caribou partnered with AXA EssentiALL and Story x Design to explore how self-recorded video storytelling could inform AXA EssentiALL’s impact narrative on inclusive insurance.
The project brought together AXA country teams, local partners, and clients across Senegal, Mexico, and Indonesia to understand how insurance is experienced in everyday life by clients, agents, and intermediaries.
Participants were supported to film their own first-person stories, resulting in 13 videos in three languages, many centred on women’s experiences and covering sensitive topics such as health and life insurance. The videos were valuable assets and formed part of facilitated reflection sessions with AXA teams.
Through these sessions, the videos were discussed alongside AXA’s insights about how inclusive insurance creates value. This helped teams see what worked as expected, what worked differently in practice, and how factors, such as trust, understanding, community dynamics, and local partnerships, shaped outcomes. The process surfaced new questions and areas for exploration, strengthening AXA EssentiALL’s impact narrative by grounding it in lived experience.
Watch the ‘Customer Voices’ stories: impact stories land differently when clients are the ones telling them.
