• The second instalment of the AXA and Sky documentary series delves into the genetic factors of healthy ageing
• Dr Peter Joshi, whose genetic studies are supported by the AXA Research Fund, appears in the documentary and an accompanying talkRADIO campaign
• The Times will host a series of videos featuring a dementia-friendly town, a 71-year-old champion athlete and laser-guided shoes for Parkinson’s sufferers

A new AXA and Sky documentary on how genetic research can help people live longer, healthier lives will be aired this week.

In the documentary, comedian and broadcaster Sue Perkins discusses her personal experience of being diagnosed with a brain tumour. The film also features the University of Edinburgh’s Dr Peter Joshi, who studies the genetic basis of human lifespan, with the support of the AXA Research Fund.

Digging into the age-old nature vs nurture debate, the documentary also features adventurers Hugo and Ross Turner, identical twins whose far-away expeditions have incorporated scientific research projects.

Launching on 7 January, the documentary will air across Sky Media’s portfolio of 150 channels, promoted by adverts which will encourage viewers to watch the full film, available on-demand. The ads will also be broadcast to target specific audiences, delivered via Sky's innovative TV service, Sky AdSmart. The documentary is the second instalment in AXA and Sky Media’s partnership. The first episode was on driverless cars, with a third film to follow.

Havas Media worked with AXA to select Sky and other media partners - News UK and talkRADIO, for the initiative, and oversaw its development and delivery.

Alongside the documentary, Eamonn Holmes will interview Dr Peter Joshi and the Turner twins during his drivetime show on talkRADIO, part of Wireless, while The Times will host a series of videos outlining AXA’s efforts to help people live longer, healthier lives on its website.

The first video, airing from 5 January, highlights AXA’s commitment to helping those with Dementia, by training staff as dementia friends via the Alzheimer's Society and features the Dementia Friendly borough of Merton. The second, airing from 12 January, profiles 71-year-old World Athletics Champion, Angela Copan and discusses how understanding our genetic makeup can help us reap the benefits of physical exercise. The final video, airing from 18 January, showcases past AXA Health Tech and You winner Pathfinder, which uses shoes that project laser lines on the floor to help Parkinson’s patients walk.

Karen Robson, Head of Marketing Communications, AXA UK said: “As our society ages we need to find ways to help older people to lead better lives. At AXA we are investing in research that helps us understand the role our genes play in ageing, and supporting technology and initiatives aimed at helping people who are living with age-related illnesses. The second phase of our partnership with Sky and News UK highlights this work."

Rachel Bristow, Director of Partnerships, Sky Media said: “The second documentary in the series continues to show how AXA is daring to be different, using engaging content to demonstrate how its research is shaping the future of health and technology. We’re delighted to be involved delivering their stories – using AdSmart to help AXA connect with its key audiences and making their content available 24/7 via our On-Demand platform.”

Mark Field, Director of Bridge Studio, News UK said: “We are delighted to be working in partnership with AXA and Sky Media to help showcase the great efforts they are undertaking to improve healthcare and quality of life for Britain’s older generation. The influential audiences and reach offered by The Times and talkRADIO will shine a light on the core message of the campaign to help us all live longer and healthier lives.”

The AXA Research Fund, which provides funding for health, environment, social and economic research, has dedicated EUR 180m since it was launched in 2008. AXA’s Health Tech & You programme discovers, promotes and supports the inventors and innovations in the exciting field of health tech.