Here's why AIA Malaysia is temporarily changing its iconic red logo to green

AIA Malaysia has launched a new campaign titled "See the other side" in conjunction with Mental Health Awareness month, encouraging the public to?pledge their support to raise mental health awareness and promote conversations on mental well-being, with the intention of breaking the stigma surrounding the topic.

"See the other side" is an extension of AIA's brand promise to?help Malaysians live "Healthier, Longer, Better Lives". In line with the campaign which was done in collaboration with Reprise Digital, AIA changed its logo to green for the week on its social media channels and campaign microsite.

It represents hope, strength, support and encouragement for those living with these conditions.?The microsite will remain a permanent fixture on the AIA website to act as a resource centre, with content related to mental health, as well as a list of associations and NGOs for individuals who seek professional help.

The campaign was also launched with videos from influencers Yasmin Hani and Kuah Jenhan who spoke about their personal mental health struggles. Alongside them, the journey of other sufferers of depression, postpartum depression and bipolar disorder were highlighted.

AIA also entered into a content partnership with local NGO?Mindakami, allowing consumers to access a mixed language podcast titled "The Borak Minda Podcast" on Spotify. For each pledge received, AIA will donate RM10 to the Malaysian Mental Health Association, which provides residential and psychiatric rehabilitation, and mental health support to the public.

AIA's CMO Heng Zee Wang said mental?health continues to be a topic that is difficult to talk about in the open. He added that creating an on-going education and conversations around it is important and a step in the right direction to help reduce the stigma in society over time.

"Through the #AIASeeTheOtherSide initiative, we hope to do our part in bringing mental health issues to light. We are grateful for the brave support of the individuals who have shared their experiences. This is just the beginning of AIA?s long-term commitment to building further awareness on mental health, and supporting Malaysians to live Healthier, Longer, Better Lives," he added.

Meanwhile, Reprise's MD Stanley Clement said the campaign is very close to his heart as his wife suffered from?postpartum depression after the birth of their son. "Mental health awareness in Malaysia is still relatively low, and AIA sparking these conversations will hopefully lead to it being destigmatised in the future," Clement said.

He added that since the campaign's launch, it has received an?outpouring of support from friends and families of the contributors, with even strangers, commending their bravery to speak out about their personal mental health struggles.