AIA Philippines, formerly Philam Life and the Philippine arm of AIA, the largest Pan-Asian life insurance group, bagged three Silver Anvil Awards at the 61st Anvil Awards. The recognition reflects how its Rethink Healthy campaign helped drive the company’s shift toward becoming a holistic health partner for Filipinos, reinforcing its Purpose of helping people live Healthier, Longer, Better Lives through inclusive, culturally relevant, and social-first communication.
The 61st Anvil Awards, presented by the Public Relations Society of the Philippines (PRSP), honor outstanding communication programs that demonstrate excellence in strategy, execution, and impact across industries.
AIA Philippines was recognized in the Best Use of Social Media, Corporate Identity/Corporate Branding Program, and Marketing and Brand Communication categories, citing the impact of its Rethink Healthy campaign, which repositioned the company from an insurance provider to a holistic health partner, alongside its social-first approach to engaging Filipinos on health and wellness.
Anchored on AIA’s proprietary research, Rethink Healthy challenged the long-held perception that being healthy is expensive, intimidating, or out of reach. The campaign broadened the definition of wellness beyond physical fitness to include mental, financial, and environmental well-being, which are areas that Filipinos themselves identified as critical to living well but often overlooked in traditional health narratives.
“At its core, Rethink Healthy was about listening to what matters most to Filipinos,” said Melissa Henson, Chief Marketing Officer, AIA Philippines. “We learned that many Filipinos want to take better care of their health but feel constrained by time, money, or unrealistic standards. Our goal was to make health feel relatable and achievable through everyday choices, and to support Filipinos’ health journeys in ways they can sustain over the long term.”
The platform came to life through an integrated mix of thought leadership through the brand’s commissioned study, “Rethinking Healthy: What Overall Well-Being Means to Filipinos”; as well as immersive media experiences, partnerships, and platform-native content across digital, social, out-of-home, and on-ground touchpoints. Central to the campaign was AIA Voices, which transformed social media into a space for honest, relatable storytelling by featuring real Filipinos, including employees, Life Planners, BPI AIA bancassurance sales executives, customers, creators, and community voices, sharing everyday acts of wellness in their own environments.
The campaign reached millions of Filipinos across digital, social, and on-ground touchpoints, reinforcing Rethink Healthy as a sustained movement rather than a one-off communications effort. By prioritizing authenticity over aspiration, the stories encouraged participation and conversation, helping audiences see themselves reflected in the content while reinforcing AIA Philippines’ positioning as a holistic health partner rather than a traditional insurance brand.
Building on the momentum of Rethink Healthy, AIA Philippines will continue to expand the campaign by deepening everyday wellness conversations and reinforcing its role as a long-term health partner through inclusive and practical initiatives.
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About AIA Philippines
AIA Philippines (AIA Philippines Life and General Insurance Company Inc.) formerly AIA Philam Life (The Philippine American Life and General Insurance Company), is the country’s premier life insurance company. Originally established on 21 June 1947 and became popularly known as Philam Life, AIA Philippines has earned the trust of customers for its financial strength, strong brand name, and ability to deliver on its promises.
AIA Philippines has PHP 257.76 billion in total assets and PHP 57.35 billion in net worth as of 31 December 2024 while serving nearly 1.2 million individual policyholders and nearly 800,000 insured group members. AIA Philippines understands the needs of its customers and provides holistic solutions that include life protection, health insurance, savings, education, retirement, investment, group, and credit life insurance. It also offers bancassurance through its subsidiary, BPI AIA Life Assurance Corporation (formerly BPI-Philam Life Assurance Corporation).
Based on the unaudited reports submitted to the Insurance Commission as of 31 December 2024, the combined total premium income of AIA Philippines and BPI AIA was at PHP 29.77 billion. AIA Philippines is a member of AIA Group Limited, the largest independent publicly listed pan-Asian life insurance group.
AIA PH and BPI AIA are regulated by the Insurance Commission.
About AIA
AIA Group Limited and its subsidiaries (collectively “AIA” or the “Group”) comprise the largest independent publicly listed pan-Asian life insurance group. It has a presence in 18 markets – wholly-owned branches and subsidiaries in Mainland China, Hong Kong SAR(1), Thailand, Singapore, Malaysia, Australia, Cambodia, Indonesia, Myanmar, New Zealand, the Philippines, South Korea, Sri Lanka, Taiwan (China), Vietnam, Brunei and Macau SAR(2), and a 49 per cent joint venture in India. In addition, AIA has a 24.99 per cent shareholding in China Post Life Insurance Co., Ltd.
The business that is now AIA was first established in Shanghai more than a century ago in 1919. It is a market leader in Asia (ex-Japan) based on life insurance premiums and holds leading positions across the majority of its markets. It had total assets of US$328 billion as of 30 June 2025.
AIA meets the long-term savings and protection needs of individuals by offering a range of products and services including life insurance, accident and health insurance and savings plans. The Group also provides employee benefits, credit life and pension services to corporate clients. Through an extensive network of agents, partners and employees across Asia, AIA serves the holders of more than 43 million individual policies and over 16 million participating members of group insurance schemes.
AIA Group Limited is listed on the Main Board of The Stock Exchange of Hong Kong Limited under the stock codes “1299” for HKD counter and “81299” for RMB counter with American Depositary Receipts (Level 1) traded on the over-the-counter market under the ticker symbol “AAGIY”.
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