PRESS RELEASE

AXA Financial Launches Major TV Advertising Campaign

New York, N.Y. – AXA Financial, one of the premier financial services companies in the U.S., will begin a major effort to raise its brand awareness with the launch of an innovative, bold and stylistic national television advertising campaign on Thursday evening, Sept. 19, 2002, during the season premiere of "Survivor" on the CBS Television Network.

The announcement was made today by Christopher "Kip" Condron, president and chief executive officer of AXA Financial, Inc.

Given the nature of the campaign – highly stylized commercials; distinctive music; showcasing self-directed individuals doing things "their way" – the commercials are noticeably different from those generally presented by financial services companies. This unconventional strategy is designed to raise consumer awareness of the AXA brand in the highly competitive financial services industry.

The campaign has as its tagline, "Your Future. Your Way." It incorporates music and lyrics from the popular song, "My Way," recorded by the late Frank Sinatra and others, in a series of vignettes illustrating distinctive ways in which people conduct their lives. The vignettes include, for example, a bride and groom jumping into a pool in wedding gown and tuxedo; a husband and wife being greeted by their daughters upon arriving home after a long, romantic evening; a young woman turning over her desk to symbolize the life-changing decision she’s made; a couple celebrating their 50^th wedding anniversary at the amusement park where they met.

Promoting the AXA brand – not the company’s financial products and services – the commercials reference the company name with the voice-over: "Your Future. Your Way. AXA," as the spots conclude with the AXA logo.

The advertisements were designed to appeal to a growing group of affluent, highly capable people who want to remain actively involved in the management of their financial affairs, want a partnership with a company that will provide outstanding financial advice, and are willing to pay a premium for the best advice. Research indicates that this is a growing segment of the U.S. population.

The campaign positions AXA as the advocate for the financially independent-minded.

The commercials will air within a number of the most-watched TV series, including: "The West Wing," "The Practice," "CSI," "Law & Order," "60 Minutes" and "Monday Night Football." In addition, the commercials will also air during the telecasts of "The Emmys" and "The Grammys" and during local radio broadcasts. In many instances, the commercials will be presented as "bookends" in a commercial pod.

"Our advertising team has hit on what we believe is a ‘breakthrough’ concept in financial services advertising that will help raise our brand awareness significantly," notes Mr. Condron. "It should appeal to a broad segment of the affluent consumer we want to reach. It’s bold, innovative, and yet simple, and will allow us to stand out in the crowded, highly competitive field of financial services companies."

The campaign marks the first new advertising from AXA Financial in two years and the first creative for the company developed by The Martin Agency of Richmond, VA, which was selected for creative development and media planning in June following an agency review.

About AXA Financial

AXA Financial, Inc., with approximately $480.9 billion in assets under management as of December 31, 2001, is one of the world's premier financial services organizations through its strong brands: The Equitable Life Assurance Society of the U.S., AXA Advisors, LLC, Alliance Capital Management L.P, Sanford C. Bernstein & Co., and its premier wholesale distribution organization, AXA Distributors. AXA Financial is a member of the global AXA Group, a worldwide leader in financial protection and wealth management. AXA’s operations are diverse geographically, with major operations in Western Europe, North America and the Asia/Pacific region. AXA had $792 billion in assets under management as of June 30, 2002 and reported revenues of approximately $67 billion for the full year 2001. The AXA ordinary share is listed and trades under the symbol AXA on the Paris Stock Exchange. The AXA American Depositary Share is also listed on the NYSE under the ticker symbol AXA.