Bauer Media has teamed up with AXA and Wavemaker UK to launch ‘Keep on Kicking’, a campaign that celebrates people and groups supporting women’s physical and mental wellbeing both on and off the football pitch.

As proud partners of the UEFA Women’s EURO 2025, AXA is using this big sporting event to inspire women across the UK to get active, join in, and support each other.

AXA, one of the world’s biggest insurance companies, is showing how brands can help women’s communities through meaningful services.

The campaign centers on AXA’s partnership with the Walking Football Association (WFA), brought to life with help from the creative agency Nonsense. Together, they show how WFA helps women of all ages enjoy sport, movement, and community through walking football.

For the first time, Absolute Radio and Grazia magazine are working together on a multi-platform campaign with radio and print.

On Absolute Radio, including the Dave Berry Breakfast Show, listeners can nominate their local football team to win £2,000 in funding from AXA. Five people each day will be picked to share their stories on air and compete for the prize. The campaign also includes audio, social videos, and digital content.

A week before the tournament, Absolute Radio will run special adverts to highlight AXA’s “commitment to setting the goalposts for what real support of women in sport looks like” and encouraging more women to take part through the WFA.

Grazia magazine will feature inspiring content, including a double-page interview with Liverpool legend Natasha Dowie about football and female resilience, and a four-page special on 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.”