Insider Spotlight
The strategy recently gained industry validation after the company secured three Silver Anvil Awards at the 61st Anvil Awards, underscoring how its “Rethink Healthy” campaign has supported that pivot.
The recognition, conferred by the Public Relations Society of the Philippines (PRSP), cited the insurer’s execution across social media, corporate branding and marketing communications.
The big picture
Rather than promote products, AIA Philippines built its campaign around a cultural insight—that many Filipinos see health as costly, intimidating or unattainable. Anchored on proprietary research, “Rethink Healthy” broadened wellness beyond physical fitness to include mental, financial and environmental well-being.
The approach reflects a wider industry shift: insurers are increasingly embedding themselves earlier in customers’ lifestyles, focusing on prevention and daily habits instead of solely protection and claims.
What they’re saying
“At its core, Rethink Healthy was about listening to what matters most to Filipinos,” Melissa Henson, chief marketing officer of AIA Philippines, said in a press statement.
“We learned that many Filipinos want to take better care of their health but feel constrained by time, money, or unrealistic standards. Our goal was to make health feel relatable and achievable through everyday choices, and to support Filipinos’ health journeys in ways they can sustain over the long term.”
How it worked
The campaign rolled out through an integrated mix of a commissioned study titled “Rethinking Healthy: What Overall Well-Being Means to Filipinos,” immersive media experiences, brand partnerships and platform-native content across digital, social, outdoor and on-ground channels.
A central feature, AIA Voices, turned social media into a storytelling hub. Employees, Life Planners, bancassurance sales executives from BPI AIA, customers and community creators shared personal wellness journeys—reinforcing authenticity over aspiration.
By the numbers
As of end-2024, AIA Philippines reported P257.76 billion in total assets and P57.35 billion in net worth, serving nearly 1.2 million individual policyholders and about 800,000 insured group members. Combined premium income with BPI AIA reached P29.77 billion.
What’s next
Building on the campaign’s momentum, the insurer plans to deepen everyday wellness conversations and expand inclusive, practical initiatives—signaling sustained investment in positioning itself not just as a payer of claims, but as a long-term health partner to Filipinos. —Vanessa Hidalgo | Ed: Corrie S. Narisma
