AXA Philippines is encouraging Filipino families to prioritize health protection and early preparedness through the latest installment of its Everyday Protectors campaign.

Launched in observance of National Cancer Survivor Day, the campaign's third short film tells the story of Lina, a mother who receives a cancer diagnosis on the same day her daughter is born. The film explores the challenges faced by families confronting serious illness while underscoring the importance of being prepared before a health crisis occurs.

The campaign comes amid growing health concerns in the country. According to AXA, about one in five Filipinos may develop cancer before the age of 75, while data from the Philippine Statistics Authority show that neoplasms, including various forms of cancer, remain the country's second leading cause of death.

Through the film, AXA highlights the role parents play as everyday protectors and the need to ensure they are also protected against the financial and emotional burden of critical illnesses.

The insurer said serious illnesses often create financial strain for families, particularly when medical expenses coincide with the loss of income or reduced earning capacity.

To address these challenges, AXA offers a range of health insurance products, including Global Health Access, Health Care Access and Health Max Elite, which provide coverage for medical treatment, hospitalization and critical illnesses.

The company said its digital platform, Emma by AXA, has also been upgraded with enhanced features that allow policyholders to access health-related services, manage insurance policies, file reimbursements and track claims through a single mobile application.

AXA said the campaign aims to remind Filipinos that preparing for the unexpected is an important part of protecting their families and ensuring they can remain present during life's most important moments.