The achievement stands out as the Philippines’ lone victory at the prestigious event held recently in London.
LONDON, United Kingdom — AIA Philippines (formerly Philam Life) clinched a historic Bronze award for Best Use of User-Generated Content (UGC) at the 2026 Global Influencer Marketing Awards.
The victory honors their groundbreaking campaign, “AIA 100 Voices: Redefining What Healthy Means for Filipinos,” making it the only entry from the Philippines—and the only insurance brand globally—to win in its category at this year’s London-hosted ceremony.
Now in its eighth year, the Global Influencer Marketing Awards celebrate the world’s most outstanding creator partnerships, campaigns, and innovators.
Flipping the Influencer Playbook
Conceptualized by the AIA Group and executed locally by AIA Philippines alongside Ogilvy Philippines, the “AIA Voices” initiative discarded traditional, heavily scripted influencer guidelines. Instead, it gave creators absolute freedom to share authentic stories based on their real lives.
The initiative is a cornerstone of the broader “Rethink Healthy” movement by AIA Group, aimed at tearing down narrow, unattainable beauty and lifestyle standards. Instead, it reframes well-being as a holistic mix of physical, mental, financial, and environmental wellness.
The Data Driving the Campaign
The foundation of the campaign stemmed from the AIA Philippines’ Rethink Healthy Study, which revealed how local citizens view well-being across four distinct pillars:
• Physical health (52%)
• Mental wellness (30%)
• Financial security (12%)
• Environmental awareness (7%)
Despite this multidimensional view, data showed that most mainstream media content pushed an expensive, idealized, and unsustainable image of health. AIA Philippines chose to disrupt this narrative by allowing everyday people to define wellness on their own terms—focusing on small, daily habits rather than flawless transformations.
Authentic Stories & Star-Studded Support
By asking creators a simple question—“What does healthy mean to you?”—the campaign sparked raw, deeply personal content. Key features included a triathlete detailing her triumph over cancer, a chef cooking low-cost nutritious meals, an activist addressing climate anxiety, and an AIA Life Planner normalizing boundary-setting as vital self-care.
This widespread digital movement was amplified by long-time AIA Philippines ambassadors Kathryn Bernardo, Nico Bolzico, and Solenn Heussaff. P-pop superstars SB19, the company’s newest brand ambassadors, also lent their massive platform to the cause, sharing their own “Rethink Healthy” journeys to keep the vital national conversation going.
“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. So, we gave creators the freedom to bring their own experiences into the conversation. Then other creators started joining in, and our employees, agents and customers began sharing their own stories, too. 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,” said Katherine Wong, Interim Chief Marketing Officer, AIA Philippines.
Unprecedented Reach & Measurable Brand Growth
The grassroots strategy allowed the initiative to expand rapidly beyond its initial influencer circle. In 2025 alone, AIA 100 Voices unified nearly 120 content creators who generated over 170 unique health-focused posts, bringing diverse communities and multifaceted wellness perspectives to the forefront.
The collective impact of these authentic narratives resulted in massive audience engagement:
• 62+ million people reached
• 100 million digital impressions generated
• 4 million active user engagements
Beyond viral numbers, the campaign directly boosted the insurer’s business metrics in the Philippines, recording a +5 lift in brand awareness, a +6 increase in consideration, and a +3 boost in brand preference.
Ultimately, this initiative highlights AIA Philippines’ overarching mission to empower Filipinos to live Healthier, Longer, Better Lives by embracing the messy, diverse, and real-world ways wellness is lived every single day.
