In a unique campaign launched in Ireland, AXA has partnered with Q-Park to offer women 51 minutes of free parking, symbolizing the 51% of women facing mental health challenges, and encouraging them to take a moment of pause. This initiative is linked to AXA’s Mind Health Self-Check tool, a free, clinically backed resource designed to help women assess and support their mental wellbeing.
AXA’s 2024 Mind Health Report revealed that over half of women in Ireland are dealing with mental health difficulties. In response, the “Problems Parked” campaign aims to transform this stark statistic into a simple, meaningful gesture of care.
For many women, their car serves as an unexpected sanctuary—a quiet, private space amid busy lives filled with work, family, and endless responsibilities. Recognizing this, AXA and Publicis Dublin collaborated with Q-Park to offer free parking time at various Q-Park locations nationwide. By using the Q-Park app on August 8th, women could claim 51 minutes of free parking alongside an invitation to try the Mind Health Self-Check tool and access mental health support services.
Kieran McCullagh, head of brand at AXA Ireland, said, “We wanted to take a real statistic and turn it into a real act of care. Publicis brought that vision to life with a campaign that is insight-driven, purposeful, and beautifully human. It’s a genuine example of our brand values in action and a testament to the power of great agency collaboration.”
Edel McCabe, director at Publicis Dublin, added, “Discovering that 51% of women in Ireland are facing challenges with their mental health really stopped us in our tracks. The AXA Mind Health Self-Check is a powerful tool, and we wanted to introduce it in a way that felt both memorable and meaningful. Using the car as our entry point, and partnering with Q-Park, allowed us to create a real moment of pause.”
The campaign merges real data with a compassionate approach, showing that even small gestures can foster opportunities for self-care. This initiative is part of AXA’s broader commitment to health and wellbeing in Ireland, strengthened by its acquisition of Laya Healthcare in 2023.
Rolling out on social media from August 11th, the campaign encourages women to embrace these brief but impactful moments to prioritize their mental health—even while sitting in their cars.
