AIA gets Indonesians to rethink health through singing

AIA is changing the way Indonesians look at health in its latest campaign "Rethink healthy". 

"Rethink healthy" aims to encourage a new definition of health that is more inclusive and relevant for everyone. It also promotes a more holistic and sustainable approach to health, with a focus on everyday activities that can improve health. 

As part of the campaign, AIA introduced the concept of '#BerbedaBedaTapiSehatJuga' (#DifferentButHealthy) in "Rethink healthy" to emphasise that health can be achieved in a variety of different ways, and that everyone has their own unique definition and way of living a healthy life. 

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In realising the concept, AIA will be holding a Sing A Thon that invites the public to sing and karaoke together. The activity is designed to highlight that singing is not only a fun activity but provides benefits for mental and physical health too. The Sing A Thon will take place at the end of 2024 and is open to the public. 

"Everyone has a unique way of taking care of their health. Through 'Rethink Healthy', we want to show that healthy living can be achieved with multi-dimensional activities. The important thing is to find activities that suit each person's lifestyle and preferences. We believe that by providing space for individuals to explore and tailor healthy activities to their needs, they will be more motivated to achieve their health goals, said Kathryn Parapak, chief marketing officer of AIA.

"With simple and diverse daily activities, we hope that this campaign will involve more people in Indonesia to jointly realise a healthier, longer, better life. This campaign is also carried out in various AIA Group markets and is expected to contribute to AIA's One Billion ambition to engage one billion people in healthier lives by 2030," added Parapak. 

"As someone who has a busy schedule, with this 'Rethink Healthy' I am rethinking my health and my family and I have found a new way to maintain a healthy lifestyle through AIA Vitality which helps me to maintain my health in a simple way even by walking. I became aware that these small, consistent steps can bring great benefits and changes to my health," said Dion Wiyoko, AIA vitality ambassador.

The "Rethink Healthy" campaign launched in Malaysia last month, featuring local Malaysians. 

The campaign featured four Malaysians from different walks of life who shared their unique stories, each representing one of the four focus pillars – physical health, mental health, financial health and environmental health.

“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," said Chee Foong Wai, chief marketing officer of AIA Malaysia.

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