AIA Philippines, formerly Philam Life and the Philippine arm of AIA, the largest Pan-Asian life insurance group, bagged three Silver Anvil Awards at the 61st Anvil Awards. The recognition reflects how its Rethink Healthy campaign helped drive the company’s shift toward becoming a holistic health partner for Filipinos, reinforcing its Purpose of helping people live Healthier, Longer, Better Lives through inclusive, culturally relevant, and social-first communication.
The 61st Anvil Awards, presented by the Public Relations Society of the Philippines (PRSP), honor outstanding communication programs that demonstrate excellence in strategy, execution, and impact across industries.
AIA Philippines was recognized in the Best Use of Social Media, Corporate Identity/Corporate Branding Program, and Marketing and Brand Communication categories, citing the impact of its Rethink Healthy campaign, which repositioned the company from an insurance provider to a holistic health partner, alongside its social-first approach to engaging Filipinos on health and wellness.
Anchored on AIA’s proprietary research, Rethink Healthy challenged the long-held perception that being healthy is expensive, intimidating, or out of reach. The campaign broadened the definition of wellness beyond physical fitness to include mental, financial, and environmental well-being, which are areas that Filipinos themselves identified as critical to living well but often overlooked in traditional health narratives.
“At its core, Rethink Healthy was about listening to what matters most to Filipinos,” said Melissa Henson, Chief Marketing Officer, AIA Philippines. “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.”
The platform came to life through an integrated mix of thought leadership through the brand’s commissioned study, “Rethinking Healthy: What Overall Well-Being Means to Filipinos”; as well as immersive media experiences, partnerships, and platform-native content across digital, social, out-of-home, and on-ground touchpoints. Central to the campaign was AIA Voices, which transformed social media into a space for honest, relatable storytelling by featuring real Filipinos, including employees, Life Planners, BPI AIA bancassurance sales executives, customers, creators, and community voices, sharing everyday acts of wellness in their own environments.
The campaign reached millions of Filipinos across digital, social, and on-ground touchpoints, reinforcing Rethink Healthy as a sustained movement rather than a one-off communications effort. By prioritizing authenticity over aspiration, the stories encouraged participation and conversation, helping audiences see themselves reflected in the content while reinforcing AIA Philippines’ positioning as a holistic health partner rather than a traditional insurance brand.
Building on the momentum of Rethink Healthy, AIA Philippines will continue to expand the campaign by deepening everyday wellness conversations and reinforcing its role as a long-term health partner through inclusive and practical initiatives.