MBCS and AIA get Malaysians talking about health via “It’s What’s Inside, That Matters” campaign

AIA Malaysia has launched a new campaign via MBCS, the media-fuelled creative content practice within the IPG Mediabrands network. The aim of the campaign is to raise awareness on the importance of combining prevention and protection for healthier, longer, better lives.

The AIA “It’s what’s inside, that matters” campaign launched to educate Malaysians to take a pulse check on their health and take stock of their protection and coverage. The campaign microsite inspires a call to action for users to rate their health, and that of their loved ones by way of a simple quiz, alongside the educational video featuring three groups of Malaysians across different walks of life – young adults, family with kids and retirees – who speak candidly about their health scores, journey and concerns.

Rudy La Faber, Creative Director of MBCS, said: “Malaysians aren’t always the most open when it comes to health, and this is all about getting people to become more proactive and have these active conversations with their loved ones. The inspiration stems from the fact that people’s perception of health is largely based upon how they look physically, but what truly matters is what’s on the inside – looking after yourself fully, both inside and out.

“Quizzes are always great fun, and we’ve all at some point in our lives shared a pop quiz with a loved one to get to know them better. So, why not when it comes to health? Rating family and friends through the quiz is a useful conversation starter with loved ones (and yourself), with a rating system to explain your wellbeing score. It serves as a reminder for Malaysians to complement their preventative measures of exercise and nutrition and is a great opportunity to trigger these deep and life-changing conversations that could positively impact lives in years to come.”

The 360-degree campaign executed with sister media agency Universal McCann, runs till March across digital platforms, programmatic, DOOH and radio.

Visit the AIA “It’s what’s inside that matters” campaign microsite here.