Insider Spotlight
BDO Life sought to make that conversation more accessible by framing insurance as a practical backup plan for protecting family goals rather than primarily as an investment.
The approach earned BDO Life’s “Plan B” campaign multiple Excellence Awards at the 2026 Quill Awards, including recognition in the Marketing, Advertising & Brand Communication and Audio/Visual categories. The campaign used personal testimony, humor and family-focused narratives to address financial protection.
Intangible product
Insurance advertising often has to explain an intangible product whose benefits become most relevant during difficult circumstances. BDO Life’s campaign instead connected coverage with responsibilities familiar to breadwinners and parents: keeping household plans intact and protecting children’s aspirations when unexpected events disrupt income or family life.
Its “Tuloy ang Plano” content featured actor Alden Richards discussing the responsibility breadwinners carry for their families’ futures. The material generated more than 72 million views, according to BDO Life.
‘Heaven’s sassy concierge’
Content creator Justine Luzares took a comedic route, playing both a “heaven’s sassy concierge” and a breadwinner arriving at the pearly gates. The video reached 3.2 million views and used humor to challenge misconceptions around life insurance.
Protection from uncertainty
BDO Life also extended the same protection message to parents. Its Kids campaign, which generated more than 48 million views, positioned insurance as one way families can prepare financially so children’s plans are less vulnerable to unexpected events.
The Quill recognition suggests that BDO Life’s communication strategy resonated beyond conventional product-focused insurance advertising. By translating financial protection into stories about breadwinners, family continuity and children’s ambitions, the campaign sought to make a difficult financial-planning subject more relatable to Filipino audiences. —Vanessa Hidalgo| Ed: Corrie S. Narisma
