AXA Direct Japan Sponsors Traffic Safety Campaign by the Japan Traffic Safety Association

AXA Direct Japan Co., Ltd. (Headquarters: Taito-ku, Tokyo; Representative Director, President and CEO: Yujiro Tanaka; hereinafter 'AXA Direct') has sponsored traffic safety awareness activities by the Japan Traffic Safety Association (Chiyoda-ku, Tokyo; Chairman: Shoji Muneoka; hereinafter 'Japan Traffic Safety Association'), and has started supporting traffic safety awareness measures utilizing 'Changing Posters' implemented by the association.

This initiative is carried out year-round by the Japan Traffic Safety Association, funded by AXA Direct, which contributed 100 JPY for every new auto insurance policy signed in 2025. As the first phase of the activity, timed with the Golden Week period when traffic volume is expected to increase, this measure will be deployed at major service areas on highways nationwide starting mid-April 2026. Furthermore, prior to the start of the activity, a sponsorship presentation ceremony was held on April 23, 2026. At the ceremony, Yujiro Tanaka, Representative Director, President and CEO of AXA Direct, presented an inventory of sponsorship funds totaling 15,853,800 JPY to Ken Noda, President of the Japan Traffic Safety Association.

From left: Ken Noda, President of the Japan Traffic Safety Association; Yujiro Tanaka, Representative Director, President and CEO of AXA Direct Japan.

The traffic safety awareness activity using the 'Changing Poster' is the first attempt of its kind for the Japan Traffic Safety Association. The theme of the first phase is 'Carelessness is the cause of accidents.' This poster features a visual mechanism where the driver's expression changes from a 'relaxed state' to an 'imminent state just before an accident' depending on the viewing angle. Through this, it strongly appeals how everyday carelessness while driving, such as operating a smartphone or feeling drowsy, can directly lead to dangerous situations.

Illustration of the first phase poster

The upcoming Golden Week period is expected to see an increase in traffic volume due to leisure activities. This poster aims to serve as an opportunity for all drivers, especially those driving long distances or on unfamiliar roads, to once again keep safe driving in mind. In addition, the second phase, which will call for caution during the summer, and the third phase, which will call for caution during twilight hours, are also planned to be deployed sequentially using 'Changing Posters,' and the posting locations will be expanded to roadside stations and other areas.

AXA is focused on preventing, forestalling, and mitigating risks globally. AXA Direct, as a company handling auto insurance in Japan, considers cars not merely as a means of transportation, but as an important presence supporting customers' lives. Under the message 'Protecting the life of each individual lived alongside their car,' the company has been strengthening safe driving awareness activities since 2025.

Under the AXA Group's purpose, 'Act for human progress by protecting what matters,' AXA Direct aims to continue being a partner that stands by the lives of customers and their families. To allow customers to walk the lives they desire while protecting what is important, we will continue to deliver peace of mind through products and services unique to AXA.

AXA Direct and the Japan Traffic Safety Association will continue to leverage their respective expertise to contribute to the safety of every driver and the realization of a society without traffic accidents.

■ About the Japan Traffic Safety Association
A general incorporated foundation promoting traffic safety activities. Prefectural traffic safety associations and others are members, and it conducts activities such as popularizing and enlightening traffic safety ideology, promoting traffic safety education, and publishing educational materials and various documents related to traffic safety.

■ About AXA Direct Japan
AXA Direct Japan Co., Ltd. is a member company of AXA that was established in 1998, commenced operations in July the following year, and currently primarily sells auto and motorcycle insurance. The 'AXA Direct Comprehensive Auto Insurance' targeting individual customers continues to enjoy strong sales, with the number of policies in force exceeding 1 million.

■ About AXA Group
AXA is a global leading company in the insurance and asset management fields, boasting 156,000 employees in 52 countries and regions worldwide, serving 92 million customers. In 2025, based on International Financial Reporting Standards, revenues amounted to 115.5 billion euros, and underlying earnings were 8.4 billion euros. AXA is listed on Compartment A of Euronext Paris, and AXA's American Depositary Shares are traded on the OTC QX platform and are included as constituents in major international SRI indexes such as the Dow Jones Sustainability Index (DJSI) and FTSE4GOOD. AXA is also a signatory to the UN Environment Programme Finance Initiative's (UNEP FI) 'Principles for Sustainable Insurance' and 'Principles for Responsible Investment'.

*AXA Group figures reflect financial results from January to December 2025.