WatchLFC players launch new AXA 'Stand for Care' campaign with Anfield tribute

Players from Liverpool FC’s men’s and women’s teams have helped AXA to launch its new ‘Stand for Care’ campaign, aimed at recognising the selfless task of being a carer.

Yana Daniels, Harvey Elliott, Mia Enderby, Joe Gomez, Ibrahima Konate and Rachael Laws have joined AXA, the club’s Official Global Training Partner, to pay a special tribute to caregivers at Anfield.

The video above shows the players doing so by dedicating a section of the stadium to carers by replacing the traditional red seats with white seats in the shape of a heart.

Through its ‘Stand for Care’ campaign, AXA will provide these devoted individuals with the chance to take some time to themselves by providing tickets to caregivers and a guest for each of the remaining home matches of the 2023-24 Premier League season at Anfield.

AXA currently supports employees that are carers through its ‘We Care’ employee programme. ‘Stand for Care’ is an extension of its internal commitment, broadening to recognise carers beyond the company’s employees and utilising its long-term successful partnership with LFC to provide carers with a memorable day at Anfield.

Speaking about the importance of caregiving, Gomez said: “Looking after someone’s wellbeing, it’s probably the ultimate sacrifice. Caregiving, in some cases, is non-stop.

“The staff at the club give us the platform to be in our best possible shape on a matchday, but that’s a different world to being there for someone 24/7. In many ways, caregivers are unsung heroes.”

Caregivers dedicate their lives to supporting others over their own wellbeing. Carers UK estimated the number of unpaid carers in 2022 was as high as 10.6 million across England, Wales, Scotland and Northern Ireland, with as many as 7.7 million people juggling their unpaid care responsibilities with paid employment.

Karima Silvent, global head of HR at AXA, said: “Our ‘We Care’ programme focuses on supporting employees at different life stages in their personal lives and during moments that matter.

“I’m extremely proud of our new fully-paid caregiver leave for all employees globally and the supportive environment that we are creating. This campaign with LFC is another step towards recognising the role of caregivers and it is my sincere hope that this campaign makes them feel seen and appreciated as we pay tribute to their commitment to support their loved ones.”

AXA will work with LFC Foundation and through its own global employee programme, ‘We Care’, to help identify and reward carers for their selflessness with an unforgettable experience at Anfield.

Watch the video above to find out more about AXA’s ‘Stand for Care’ campaign.