AIA Group has launched the second phase of its “Rethink Healthy” platform, expanding the initiative to challenge 20 deeply entrenched health stereotypes across Asia, including those related to mental wellbeing.
The campaign is based on AIA’s research into beliefs that shape attitudes towards health, identifying widely held views such as “suffering in silence is a sign of strength”, “real men never show vulnerability” and the idea that family problems should remain private as barriers to seeking support.
AIA said these stereotypes can have differing effects, motivating individuals with higher levels of wellbeing while creating pressure and discouraging action among those facing health challenges.
The latest phase builds on the insurer’s broader effort to redefine health beyond physical outcomes, focusing on how cultural and behavioural factors influence long-term wellbeing across the region.
As part of the campaign, AIA has released three films—Mother & Daughter, The Perfect Son and Lone Wolf—inspired by real-life stories. The films explore themes such as generational expectations, narrow perceptions of body image and the belief that only intense exercise contributes to health.
The initiative also includes a regional creator summit, AIA Voices Live, and community engagement activities through “Rethink Healthy Month” at AIA Vitality hubs.
In addition, the campaign is supported by a behavior-based programme that rewards customers for taking positive health actions, reflecting a broader focus on prevention and ongoing engagement.
AIA said the platform aims to reframe health as an inclusive and achievable journey, encouraging individuals to take incremental steps rather than pursue idealised or transformative outcomes.
The second phase comes as lifestyle-related health issues continue to rise across Asia, with the company highlighting the role of social norms and perceptions in shaping health behaviours and outcomes.
