How AIA brings on the Rethink Healthy momentum across Asia

AIA Group has unveiled the second phase of its Rethink Healthy campaign, aiming to debunk health stereotypes and drive actionable behaviour change for millions across Asia. This expansion builds on the campaign’s 2024 debut, which supports AIA’s One Billion ambition to engage a billion people in healthier living by 2030.

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The campaign is grounded in proprietary AIA research revealing how entrenched stereotypes around physical, mental, and financial health shape attitudes and inhibit wellbeing. Conducted across Mainland China, Hong Kong, Singapore, Thailand, and Malaysia, the study analysed over 100 million social media posts and surveyed 2,100 respondents.

The research reveals that 69% of respondents agree that fitness requires discipline with no compromise, while 59% believe that improving health requires a complete transformation. Meanwhile, 57% feel that to be respected, a person must control their emotions and avoid showing vulnerability. 

Furthermore, the research shows that 63% feel negatively about financial health stereotypes, while 41% associate personal worth with financial success – particularly for men. 

The research also found that 52% agree that not supporting parents financially is ungrateful. Only people with good wellbeing tend to find these stereotypes motivating, while those with poorer wellbeing experience them as pressure that reinforces self doubt and delays action. 

The extension campaign is anchored by three new films that bring these hidden pressures to life. These include “Perfect son”, which explores mental health challenges created by expectations around achievement, strength and family duty. 

Another film titled “Mother and daughter” highlights how narrow definitions of ‘healthy’ and body image ideals can be unintentionally passed from parent to child. “Lone wolf” challenges the belief that only intense exercise counts, showing how joy and movement can be reframed at every life stage. 

To deepen the impact of the campaign, AIA brought together creators and brand ambassadors from across the region for a summit on responsible health storytelling. They examined how stereotypes shape content and co-created ways to encourage more inclusive and authentic wellbeing conversations online. 

Together, these initiatives reinforce AIA’s long-term commitment to helping people across Asia live healthier, longer, better lives, and support its ambition to inspire and engage one billion people by 2030. 

Stuart A. Spencer, AIA Group chief marketing officer, said, “The data is unequivocal. Asia’s health challenge is no longer just medical, it is also behavioural and cultural. As lifestyle-related diseases continue to rise across the region, deeply rooted stereotypes around fitness, financial success and mental health are quietly undermining prevention, delaying support and driving poorer health outcomes. 

“By uncovering these insights, our aim is to empower people to question limiting beliefs, challenge how health is portrayed and make more informed choices for their overall health and wellbeing. We believe that helping people live healthier, longer, better Lives requires changing the narratives that shape everyday behaviours in the first place,” he added. 

MARKETING-INTERACTIVE has reached out to AIA for more information. 

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