AIA’s new BBH Singapore campaign asks Asia to rethink what it means to be healthy
AIA Group, one of Asia’s leading life and health insurance companies, is encouraging people to “Rethink Healthy” in its latest campaign from BBH Singapore. The work challenges long-established definitions of health, promoting a more relevant, inclusive and compassionate approach to wellbeing, one that invites people to reflect on their habits and redefine health in ways that truly work for them.
AIA and BBH Singapore’s campaign follows the stories of three individuals, each experiencing a moment that inspires them to think again about what good health really looks like. The films will be released at monthly intervals, with each one highlighting a different trigger that leads someone to “Rethink Healthy” by showing that stereotypes and established norms of health can sometimes do more harm than good.
The stories are crafted to open people’s eyes, encouraging viewers to pause and reflect on the image of health that society perpetuates and understand how it impacts their own wellbeing and the wellbeing of those they love.
AIA’s first spot focuses on a father’s pride in his high-achieving son, Ben, celebrating his promotions and relentless drive. At the same time, Ben navigates the demands of work and family. As his stresses accumulate with no outlet, he is forced to confront the unrealistic standards that shape not only his own wellbeing but also the life he shares with the people he loves most.
In the second film, a mother’s definition and pursuit of “healthy” is quietly shaping her daughter’s relationship to her health. What begins as innocent imitation carries far-reaching consequences: the girl mops the dressing off her salad, fakes a smile for selfies, steps on the scale, and scrutinises her body. These small, daily actions, learned and repeated, signal the start of patterns that shape how she will value herself, how she will relate to her body, and ultimately, how she may navigate the pressures of health and wellbeing for the rest of her life.
The third spot in the series follows an elderly man sitting on a park bench, watching younger runners pass by. Each day, he proudly wears a t-shirt from a different marathon he ran in his youth and opens his wallet to revisit a photo of himself with a winner’s medal around his neck. These are wistful reminders of a life well lived, but also markers of a standard he still holds himself to, one that feels increasingly out of step with the present. When he encounters a group of people his own age dancing to stay fit, his long-held beliefs about what it means to be healthy are challenged, prompting a reflection on how he can embrace a new, more meaningful approach to wellbeing.
Stuart A. Spencer, Group Chief Marketing Officer, said: “At AIA, we are taking a stand for the health of Asia and taking Rethink Healthy further than ever. Our goal is to inspire one billion people to live Healthier, Longer, Better Lives. To shift behaviours and drive real change, we must confront the outdated ways we define ‘healthy’, and recognise how our daily habits shape not just our own lives, but the lives of our families and communities. Our campaign taps into the emotions that unite us all, including the desire to make our parents proud, the hope for our children’s happiness, and the need to feel fully like ourselves. Through these stories, we aim to spark real moments of realisation that challenge people to rethink what health truly means. This campaign holds up a mirror to those habits and challenges everyone to take control, make meaningful choices, and set out on a journey toward Healthier, Longer, Better Lives for themselves and those they love.”
Khairul Mondzi, Executive Creative Director of BBH Singapore, said: “With Rethink Healthy, we weren’t interested in simplifying the idea of health or wrapping it up in a neat message. The real pressures people face, the quiet sacrifices they make, and the choices they wrestle with are complex and deeply personal. We chose longer-form storytelling because these narratives deserve time and restraint. By resisting the urge to explain or resolve everything, the work challenges narrow definitions of health and allows audiences to arrive at their own understanding, in their own time.”
Sid Tuli, Managing Director at BBH Singapore, said: “It’s an absolute privilege to partner with clients that are trying to make a real difference in helping people live healthier, longer, and better lives. The work aims to make you question your attitudes towards your health and hopefully makes you rethink your healthy.”
The campaign will run across multiple markets over 2026, including Brunei, Cambodia, China, Hong Kong, India, Indonesia, Korea, Macau, Malaysia, Myanmar, New Zealand, Philippines, Singapore, Sri Lanka, Taiwan, Thailand & Vietnam. Media includes OOH, digital, social, PR, and at events.
Credits
Client
Stuart A. Spencer, Group Chief Marketing Officer & Member of the Group ExCo at AIA
Stuart Woollford, Director of Group Brand
Rina Hiranand, Associate Director of Group Brand
Agency
Managing Director: Sid Tuli
Executive Creative Director: Khairul Mondzi
Executive Creative Director: Janson Choo
Associate Creative Director: Mark Peeters
Art Director: Jereek Espiritu
Chief Strategy Officer: Stephane Missier
Head of Strategy: Amanda Lim
Head of Client Services: David Anson
Business Director: Jasmine Portman
Senior Account Executive: Stephanie Toh
Senior Producer: Derri Ng
Producer: Shantelle Sim
Production
Director: Roslee Yusof
Production House: Freeflow Productions
Audio Production: FVSE
Photographer: Kan Kasem