Bauer Media has partnered with AXA and  Wavemaker UK to launch  ’Keep on Kicking’, a campaign shining a spotlight on individuals and organisations that champion women’s physical and mental wellbeing on and off the pitch.

As proud partners of the UEFA Women’s EURO 2025, AXA is harnessing the excitement of one of the major cultural moments in the sporting calendar this summer to inspire women across the UK to get involved, stay active and support one another.

AXA, one of the world’s largest insurance companies, is setting a powerful example of how brands can support women’s communities through meaningful services and initiatives. As long-time champions of Women’s Walking Football and the Official Training Partner of Liverpool Football Club, AXA is helping to drive progress and change within women’s sport with a focus on breaking down barriers and spotlighting inclusive spaces.

At the heart of the campaign is AXA’s partnership with the Walking Football Association (WFA), brought alive through the partnership with Nonsense, the creative agency. The collaboration showcases how the WFA empowers women of all ages to rediscover the joy of sport, movement and community through walking football.

The campaign sees Absolute Radio and Grazia magazine team up for the first time in a multi-platform campaign running across both radio and print. On-air activations will run across Absolute Radio programming, including high-profile promotion on the Dave Berry Breakfast Show, where listeners will be invited to nominate their local football team for a chance to win £2000 worth of funding, thanks to AXA. Listeners will be asked to share their story about why their team deserves the funding, and five will be chosen each day to come on air on the Dave Berry Breakfast Show to compete for the prize. Supporting content will include a mix of audio, social videos and creative digital hub pages.

A week before the tournament starts, Absolute Radio will amplify the campaign with a series of branded trails and station endorsements. Each advert aims to underscore AXA’s commitment to setting the goalposts for what real support of women in sport looks like and increasing women’s participation in sport through their work with the WFA.

The campaign will also feature inspiring creative content across Grazia magazine. The placement will include a double page spread interview with Liverpool legend, Natasha Dowie, on football and female resilience and a four page special celebrating the Kicking Cancer Women’s Walking Football team.

Simon Kilby, Managing Director of Bauer Advertising, said: “Our brilliant Absolute Radio and Grazia brands have long driven the conversation about mental wellbeing and so we were delighted to have this opportunity to utilise both platforms to spark conversation around the benefits of staying active. Through this targeted multi-platform campaign, we’re really pleased to partner with AXA and Wavemaker to champion women’s sporting communities and create real impact in an exciting summer of sport.”

Barney Bailey, Brand and Sponsorship Director at AXA UK, said: “Keep on Kicking” goes beyond football, it’s about creating inclusive spaces where women can thrive both physically and mentally. Through our collaboration with the Walking Football Association and our role as an official partner of UEFA Women’s EURO 2025, we’re proud to support the everyday champions who are driving real change in their communities. 

Thanks to the expertise and support of Wavemaker UK and the WWFA, we’re excited to bring this vision to life – highlighting the power of sport to uplift, connect and empower women across the UK.”

Julia Tibbs, Director – Women’s Development at The Walking Football Association said: “At the WFA, we’ve seen firsthand how powerful sport can be in transforming women’s lives – providing emotional support, community, and fitness. Thanks to our partnership with AXA, we’re proud to be shining a light on the diverse and powerful women redefining what it means to stay active at any age.

Together, we are building a movement that celebrates strength, connection and the joy of sport.”

Rory Davis, Managing Partner at Wavemaker UK added: “As the media agency responsible for planning, buying and project managing this campaign, we’re incredibly proud to work with these partners, embrace inclusivity and bring AXA’s vision to life. ‘Keep on Kicking’ is a campaign that not only celebrates women’s sport but actively helps to grow it from the ground up. 

Working closely with Bauer Media and AXA, the campaign puts community stories and their impact at the heart, empowering women to get involved and stay active across the UK.”