LONDON, UNITED KINGDOM — AIA Philippines (formerly Philam Life) has earned Bronze for Best Use of User-Generated Content (UGC) at the 2026 Global Influencer Marketing Awards held last month in London. Honored for its campaign “AIA 100 Voices: Redefining What Healthy Means for Filipinos,” AIA Philippines stood out as the sole winner from the Philippines at this year’s international awards ceremony.
AIA Philippines was also the only insurance brand recognized in its category. Now in its eighth year, the Global Influencer Marketing Awards celebrate exceptional campaigns, creators, and agency partnerships across the globe.
Moving Beyond Polished Ideals
Developed by AIA Group and driven by AIA Philippines, in partnership with Ogilvy Philippines, the AIA Voices movement set out to dismantle conventional, highly stylized portrayals of wellness. Instead of traditional top-down branding, the effort established a participation-led ecosystem where creators, AIA employees, and everyday individuals could share raw, real-life perspectives on well-being.
The initiative formed a core pillar of AIA Group’s regional Rethink Healthy movement, aimed at expanding wellness definitions across four distinct dimensions:
According to the AIA Philippines Rethink Healthy Study, local respondents view health through a multifaceted lens:
- Physical Health: 52%
- Mental Health: 30%
- Financial Health: 12%
- Environmental Health: 7%
Despite these nuanced priorities, mainstream health content often promoted narrow, aspirational ideals that felt unattainable or financially out of reach for many everyday Filipinos.
Authentic Stories from Real Communities
AIA Philippines reversed the standard campaign model by posing a simple prompt to creators: “What does healthy mean to you?”
Rather than following rigid scripts, participants highlighted personal, everyday realities:
- Cancer Recovery: A triathlete shared her personal healing process.
- Affordable Nutrition: A professional chef demonstrated accessible, budget-friendly meal preparation.
- Climate Anxiety: An environmental advocate explored ecological concerns as a mental health topic.
- Self-Care & Boundaries: An AIA Life Planner reframed saying “no” as a vital aspect of emotional well-being.
The initiative gained further momentum through long-time brand ambassadors Kathryn Bernardo, Nico Bolzico, and Solenn Heussaff. Popular P-pop group SB19 also joined as new brand ambassadors, sharing their personal stories to encourage wider youth participation.
“We wanted AIA Voices to feel less like a campaign telling people what healthy should be, and more like a conversation about how Filipinos actually live and take care of their health. We’re very proud to see that work recognized on a global stage, proving that the most powerful stories are the ones people choose to tell themselves.”
— Katherine Wong, Interim Chief Marketing Officer, AIA Philippines
Campaign Reach and Performance
| Performance Metric | Result |
|---|---|
| Creators Engaged (2025) | ~120 creators |
| Content Pieces Produced | 170+ stories |
| Total Reach | 62M+ people |
| Total Impressions | 100M+ |
| Engagements | 4M+ |
| Brand Awareness Lift | +5 points |
| Consideration Lift | +6 points |
| Preference Lift | +3 points |
By fostering real-world conversations across physical, mental, financial, and environmental wellness, AIA Philippines continues its overarching mission: helping people live Healthier, Longer, Better Lives.
