HONG KONG — Insurance company AIA Group has officially launched its new brand campaign platform, “Rethink Healthy.” The campaign seeks to challenge stereotypes and narrow depictions of health in Asia and calls for new definitions of health that will encourage more people to live healthier lives.
“Rethink Healthy” promotes a more holistic and sustainable approach to well-being that is inclusive, relevant, and achievable for people in Asia. The campaign is part of the AIA One Billion ambition to engage one billion people in living Healthier, Longer, Better Lives by 2030.
It was formed in response to a regional wellness report commissioned by AIA, which found that many Asian consumers believe that being healthy is too hard and inaccessible.
Key findings of the research revealed:
- While the majority of respondents want to improve their health, 80% do not believe they are healthy today.
- As a result, 57% of those surveyed reported they have not managed to make …