AIA 100 Voices: Redefining What Healthy Means for Filipinos

The Challenge

In the Philippines, mainstream health content made healthy living feel overly aspirational, expensive, and narrow, creating a gap between media messaging and the everyday habits of ordinary Filipinos.

The Strategy

Rather than prescribing a rigid definition of wellness, AIA Philippines adopted a participation-led approach that empowered consumers to define health on their own terms across physical, mental, financial, and environmental dimensions.

Execution and Innovation

Ogilvy & Mather activated a multi-tiered ecosystem of 118 voices — spanning influencers, AIA employees, and organic creators — who shared honest, unscripted stories. The campaign invited broad user-generated content, showcasing real-life healthy practices across digital platforms.

Results

The initiative generated 62 million in reach, 100 million impressions, and 4 million engagements, driving measurable lifts in brand awareness (+5), consideration (+6), and preference (+3).

Judges' Verdict

"Great use of multi-tiered approach to generate UGC."