AIA reminds Malaysians not to be fooled by outer appearances in new campaign

AIA Malaysia is encouraging Malaysians to open up about their health in its new “It’s what's inside that matters” campaign. The campaign raises awareness on the importance of combining prevention and protection for healthier, longer, better lives.

“It’s what's inside that matters” aims to educate Malaysians to take a pulse check on their health and take stock of their protection and coverage. 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.

Through the campaign’s microsite, Malaysians are encouraged to rate their health, and that of their loved ones, by participating in a simple quiz.

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The quiz askes users if they exercise enough, what their eating habits are, how much they smoke or vape, how their energy levels and stress levels are like and whether they get enough sleep and rest amongst others.

After answering the questions, users will receive a grading and what kind of AIA plan will benefit them.

In addition to the quiz, AIA Malaysia has unveiled an education video featuring three groups of Malaysians across all walks of life – young adults, family with kids and retirees – who speak candidly about their health scores, journeys and concerns.

In the video, the participants take the test to rate themselves and each other. The participants also reflect on their results and why they rate their friends, partner and family members as such.

One participant by the name of Su, received a ‘C’ grading from her quiz and from her friends’ rating. She shared that she had initially thought that she was doing okay and didn’t know that her friends are worried about her health.

The campaign was created in collaboration with creative content practice MBCS, and with sister media agency Universal McCann. The campaign runs till March across digital platforms, programmatic, DOOH and radio.

“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,” said Rudy La Faber, creative director of MBCS.

“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 with a rating system to explain your wellbeing score,” added La Faber.

In addition, 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.

AIA Malaysia has been pushing Malaysians to rethink and reframe what it means to be “healthy” in their recent campaigns.

Last year, its #RethinkHealthy campaign featured four Malaysians from different walks of life who share their unique stories. Each Malaysian represented one of the four focus pillars – physical health, mental health, financial health and environmental health.

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