Malaysia – Insurance company AIA Malaysia encourages Malaysians to reevaluate how they perceive “healthy” in a new campaign made in collaboration with Mediabrands Content Studio (MBCS).
The AIA #RethinkHealthy campaign launched in July challenges the one-size-fits-all perspective when it comes to health, expressing that healthy choices may come in different forms for each person.
Featuring four Malaysians of different backgrounds, the campaign focuses on their stories and how they represent physical, mental, financial, and environmental health.
Chee Foong Wai, chief marketing officer at AIA Malaysia said, “The Asian health crisis is real, and Malaysia is no exception. Despite increasing wealth, concerns over non-communicable diseases and mental health are on the rise, spurred by environmental and lifestyle factors – and yet, the idea of being healthy seems so inaccessible to many. #RethinkHealthy addresses this need by reframing the journey to health and wellness and making it more inclusive.”
She added, “We want people to approach health by committing to simple, everyday actions. By changing the way we view health, and understanding that everyone has their own unique journey – we are reframing the narrative around health to be more inclusive, holistic and accessible. We believe that through this campaign, we will engage many more Malaysians to live Healthier, Longer, Better Lives,”
Meanwhile, Rudy La Faber, creative director at MBCS, commented, “Society still has a very specific image in mind when they think of ‘the picture of health’. While this is slowly changing for some, most people still feel that being healthy means having a slim physique or looking fit. However, this end-goal imagery can have us feeling that good health is unattainable, even when you’re actually putting in the work.”
Faber added, “In conceptualising this campaign, we asked ourselves what goes into this equation of being healthy and how we could inspire more Malaysians to get on board. We realised that more than anything, mindset and preconceptions were the biggest issues. There are many ways one can achieve better health; all we have to do is to #RethinkHealthy.”
