Media Contacts:

Mary Taylor
AXA Equitable
(212) 314-5845
mary.taylor@axa-equitable.com

AXA Equitable Advises Baby Boomers to Stop Ignoring the "800-pound Gorilla" When it Comes to Their Retirement Planning

New York, NY - AXA Equitable today announced a new national advertising campaign aimed at encouraging the approximately 77 million baby boomers in America to cease ignoring the "800-pound gorilla" in the room when it comes to their retirement planning.

The new national advertising campaign urges baby boomers to take action to ensure their income needs in retirement are addressed. The TV and print ads raise awareness of annuities as a valuable option that could guarantee income for life. The campaign is part of a broader initiative aimed at helping boomers prepare for retirement.

"The facts are clear: baby boomers know they need to address their retirement, yet many feel unprepared and intimidated by the process - so they put it off and put it off hoping that somehow the issue will simply go away," stated Barbara Goodstein, executive vice president of marketing and product development, AXA Equitable. "However, what boomers don't realize is that they are in essence ignoring an 800-pound gorilla that is sitting in the room with them every day of their lives. The new AXA campaign will not only expose the 800-pound gorilla boomers are ignoring, it will also give the gorilla his own voice and opinion to help encourage boomers to face their retirement needs today!"

The campaign, created by Merkley + Partners, features an animatronic gorilla that appeared in the major motion picture "Instinct" from Touchstone Pictures (1999). The campaign will appear on national cable networks such as Bloomberg Television, CNN and A&E, as well as major broadcast TV outlets in New York , Chicago , Miami and Detroit . Print advertisements will be featured in The Wall Street Journal, TIME Gold, SmartMoney, Architectural Digest and Golf Magazine, among others, beginning in June issues and continuing throughout the fall of 2006.

"At AXA, we are committed to providing baby boomers with a holistic view of the new retirement reality," said Christopher M. "Kip" Condron, chairman and chief executive officer, AXA Equitable. "We feel strongly that individuals want to make their own, informed financial decisions. As such, we are committed to providing the objective insight and education consumers can trust, the tools and advisory services that address an individual's financial and lifestyle retirement needs and a breadth of innovative products that help achieve retirement goals."

AXA Equitable has launched several initiatives to provide baby boomers with educational resources to support their financial decisions as they prepare for retirement. The company is a charter sponsor of the Variable Annuities Knowledge Center ( www.variableannuityfacts.org ), an online resource aimed at helping consumers to understand the facts surrounding variable annuities. The Variable Annuities Knowledge Center is operated by a non-profit organization and is overseen by an independent Advisory Board to help ensure that the resource continues to provide current, fact-based information to the general public.

In addition, under a new partnership arrangement, The Wharton School of the University of Pennsylvania , recognized worldwide for the academic strength of its business education programs, has designed a program in retirement planning specifically for AXA Equitable's financial professionals. The customized curriculum provides training and education on the broad needs of baby boomers approaching retirement. As part of the program, AXA's financial professionals are trained on specific tools that give them and their clients a comprehensive view of clients' financial and lifestyle objectives for retirement and methodology for charting their progress in planning for those goals.

About AXA Equitable

AXA Equitable Life Insurance Company is the principal life insurance subsidiary of AXA Financial, Inc., providing life insurance, annuities and other needs-based products and services for the financial services market, co-distributed by AXA Advisors, LLC, and AXA Distributors, LLC. AXA Financial is one of the premier U.S. organizations providing financial protection and wealth management, and had approximately $643.4 billion in assets under management as of December 31, 2005 . AXA Financial is a member of the global AXA Group, which had $1.3 trillion in assets under management as of December 31, 2005 . All guarantees are based on the claims-paying ability of AXA Equitable Life Insurance Company (AXA Equitable).

GE - 35803 (5/06)

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