AIA gets parents to write letters for the future

AIA has launched a new campaign "Letters for the Future" to invite parents to write their messages of love and hopes, for these to later be shared with their children.

The campaign was motivated by the insight that parents often tend to focus on the present, and sometimes find it difficult to say the things that matter most to them. Through the campaign, AIA hopes to get parents to reflect on the most important thoughts, hopes or advices they would like to share with their children and then to write them down, virtually at first. The messages will then be beautifully packaged as time capsules to be delivered to the parents, so they can present them to their children when they are older.

Thomas Wong, chief marketing officer of AIA, said, “Letters for the Future is meant to inspire parents to leave a legacy of love for their children. In today’s fast-paced world, important words like "I love you" or "I appreciate you" are often left unsaid. Writing a letter that expresses those feelings will serve as a constant reminder of our love and devotion for our children as they journey through life, even when we are no longer around in the future.”

The letters, which will be published on AIA’s Facebook page, will provide parents a platform to share their stories as well as look to each other for encouragement and motivation. Users will need to login using their Facebook account, upload their child’s photo and proceed to write their letter for the future.

The campaign, which will run over a six-week period from 2 September to 12 October 2014, is supported by Nuffnang Malaysia’s founder Timothy Tiah. Tiah shares his heart-warming tale, told through a video, of his hopes and dreams for his son who was born prematurely. Other inspiring stories come from celebrity bloggers like Sazzy Falak, Aishah Sinclair and Samantha Lee.

For each letter submitted, AIA will donate RM1 into the AIA Touching Lives Fund to help children with congenital heart illnesses or those born with a cleft condition undergo corrective surgery.