AIA Group’s latest ‘Rethink Healthy’ campaign is built on new research showing that deeply ingrained health stereotypes across Asia are shaping how people think about fitness, mental health and financial wellbeing, often in ways that prevent positive action.
Analyzing more than 100m social media posts alongside a survey of 2,100 people across mainland China, Hong Kong, Singapore, Thailand and Malaysia, the life insurance group found widespread pressure to meet rigid expectations, from the belief that fitness requires uncompromising discipline to the idea that personal worth is tied to financial success.
The findings highlight a cultural and behavioral health challenge, with stereotypes more likely to motivate those already in good health, while creating pressure and self-doubt for those struggling most.
In response, AIA has created three hero films designed to bring these invisible pressures to life. ‘Perfect Son’ explores the mental health strain caused by expectations around achievement and family duty, while ‘Mother & Daughter’ examines how narrow ideas of ‘healthy’ bodies and lifestyles are passed between generations. The third film, ‘Lone Wolf,’ challenges the belief that only intense exercise counts, reframing movement as something joyful and accessible at any life stage.
Stuart A Spencer, AIA Group’s chief marketing officer, said: “The data is unequivocal. Asia’s health challenge is no longer just medical; it is also behavioral and cultural. As lifestyle-related diseases continue to rise across the region, deeply rooted stereotypes around fitness, financial success and mental health are quietly undermining prevention, delaying support and driving poorer health outcomes.
“By uncovering these insights, our aim is to empower people to question limiting beliefs, challenge how health is portrayed and make more informed choices for their overall health and wellbeing. We believe that helping people live healthier, longer, better lives requires changing the narratives that shape everyday behaviors in the first place.”
The campaign is supported by broader cultural initiatives, including a regional summit that brings together creators and brand ambassadors to promote more responsible, inclusive health storytelling.
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