KUALA LUMPUR, MALAYSIA — MBCS, the media-fuelled creative content practice within the IPG Mediabrands network, has launched a new brand campaign for AIA Malaysia. The campaign aligns with the leading insurer’s purpose of empowering all Malaysians to live Healthier, Longer, Better Lives.
Launched in July, the AIA #RethinkHealthy campaign aims to challenge stereotypes around health and reframe what it means to be “healthy” for Malaysians from all walks of life.
Chee Foong Wai, Chief Marketing Officer of AIA Malaysia, said, “The Asian health crisis is real, and Malaysia is no exception. Despite increasing wealth, concerns over non-communicable diseases and mental health are on the rise, spurred by environmental and lifestyle factors — and yet, the idea of being healthy seems so inaccessible to many.
“#RethinkHealthy addresses this need by reframing the journey to health and wellness and making it more inclusive. We want …