VML: AXA’s Group Therapy

Mental health conditions affect nearly one-third of the global population, with younger generations especially vulnerable. AXA Group, a worldwide leader in insurance and asset management, sought a distinctive campaign to encourage conversations on mind health and promote their initiatives, breaking away from traditional awareness approaches.

Inspired by AXA’s Mind Health report which revealed alarming statistics about global mental health struggles, AXA partnered VML Paris, WPP Media and Hartbeat along with director Neil Berkeley to produce "Group Therapy,” a feature-length “docu-therapy” starring Neil Patrick Harris and six leading comedians.

The film used comedy—a medium known for its vulnerability—to show how sharing personal challenges can foster healing and connection. By combining humor and emotional depth, the team showcased how sharing mental health struggles can be therapeutic, effectively doubling as a PSA and mental health initiative.

"Group Therapy" premiered at the Tribeca Film Festival to critical acclaim and was showcased at multiple global festivals. In April 2025, it officially launched to the public on Prime Video, accompanied by a multimedia campaign across Twitch, Fire TV, and Meta. The campaign successfully positioned "Group Therapy" as the world’s first feature-length PSA on mental health, sparking conversations globally and demonstrating the profound impact of sharing.