Singapore – AIA Group has launched a new regional campaign, ‘Rethink Healthy’, created by BBH Singapore, calling on people across Asia to question long-held definitions of health and adopt a more inclusive, compassionate view of wellbeing.
The work follows three character-led films, released monthly, each centred on a moment that prompts an individual to reconsider what being healthy truly means.
Through understated, longer-form storytelling, the campaign challenges stereotypes and social norms that can undermine wellbeing rather than support it.
Stuart A. Spencer, group chief marketing officer at AIA, said, “At AIA, we are taking a stand for the health of Asia and taking ‘Rethink Healthy’ further than ever. Our goal is to inspire one billion people to live Healthier, Longer, Better Lives. To shift behaviours and drive real change, we must confront the outdated ways we define ‘healthy’, and recognise how our daily habits shape not just our own lives, but the lives of our families and communities.”
Spencer explained, “Our campaign taps into the emotions that unite us all, including the desire to make our parents proud, the hope for our children’s happiness, and the need to feel fully like ourselves.”
The first film portrays a high-achieving professional grappling with mounting pressure as he strives to meet expectations at work and at home. The second examines how a mother’s pursuit of “healthy” quietly shapes her daughter’s relationship with food, body image, and self-worth. The third follows an older man confronting the gap between his past athletic achievements and his present reality, discovering new ways to stay active and fulfilled.
“Through these stories, we aim to spark real moments of realisation that challenge people to rethink what health truly means. This campaign holds up a mirror to those habits and challenges everyone to take control, make meaningful choices, and set out on a journey toward Healthier, Longer, Better Lives for themselves and those they love,” Spencer added.
Khairul Mondzi, executive creative director at BBH Singapore, said, “With Rethink Healthy, we weren’t interested in simplifying the idea of health or wrapping it up in a neat message. The real pressures people face, the quiet sacrifices they make, and the choices they wrestle with are complex and deeply personal.”
“We chose longer-form storytelling because these narratives deserve time and restraint. By resisting the urge to explain or resolve everything, the work challenges narrow definitions of health and allows audiences to arrive at their own understanding, in their own time,” Mondzi added.
Sid Tuli, managing director at BBH Singapore, said, “It’s an absolute privilege to partner with clients that are trying to make a real difference in helping people live healthier, longer, and better lives. The work aims to make you question your attitudes towards your health and hopefully makes you rethink your healthy.”
The campaign will roll out across Asia-Pacific throughout 2026, including markets such as China, India, Singapore, the Philippines, and Vietnam, supported by OOH, digital, social, PR, and live activations.
