Insider Spotlight
The insurer, formerly Philam Life, earned Bronze for Best Use of User-Generated Content at the 2026 Global Influencer Marketing Awards in London for “AIA 100 Voices: Redefining What Healthy Means for Filipinos.”
It was the only Philippine entry to win at this year’s global awards and the only insurance brand recognized in the category.
Why it matters
Developed by AIA Group and driven locally by AIA Philippines with Ogilvy Philippines, AIA Voices departed from tightly scripted influencer marketing. Creators were instead asked a simple question: “What does healthy mean to you?”
The strategy drew from AIA Philippines’ Rethink Healthy Study, which found Filipinos define health across physical (52 percent), mental (30 percent), financial (12 percent) and environmental (7 percent) dimensions.
AIA saw a gap between those varied definitions and health content often centered on polished, aspirational ideals.
How it worked
Creators translated health through their own experiences. A triathlete discussed cancer recovery, a chef advocated affordable nutrition, an environmentalist tackled climate anxiety, and an AIA Life Planner presented saying “no” as self-care.
Brand ambassadors Kathryn Bernardo, Nico Bolzico and Solenn Heussaff helped amplify the conversation, while SB19 joined the broader Rethink Healthy movement this year.
By the numbers
Nearly 120 creators produced more than 170 pieces of content in 2025. Beyond its 62 million reach, the campaign delivered lifts of five points in brand awareness, six in consideration and three in preference.
What they’re saying
“We wanted AIA Voices to feel less like a campaign telling people what healthy should be, and more like a conversation about how Filipinos actually live and take care of their health. So, we gave creators the freedom to bring their own experiences into the conversation. Then other creators started joining in, and our employees, agents and customers began sharing their own stories, too,” AIA Philippines interim chief marketing officer Katherine Wong said in a statement.
“We’re very proud to see that work recognized on a global stage, proving that the most powerful stories are the ones people choose to tell themselves,” Wong added.
The bottom line
AIA’s bet was that authenticity could travel further than prescription. The results suggest that making consumers part of the health narrative—not merely its audience—can translate participation into measurable brand growth. —Connie Fernandez-Brojan | Ed: Corrie S. Narisma
