AIA Australia champions health and wellbeing in new ‘Do it for Life’ brand platform via Bullfrog

Leading life, health and wellbeing insurer AIA Australia has launched its new brand platform ‘Do it for Life’, ramping up its mission to transform the physical, mental and financial wellbeing of Australians.

The new campaign, developed by Bullfrog, calls on Aussies to take control of their health and wellbeing, so that they can continue to do the things that give life purpose.

Longstanding AIA ambassadors, AFL footy legend Shane Crawford and iconic seven-time world champion surfer, Layne Beachley, feature in the campaign which highlights their small moments that matter – their motivation to ‘Do it for Life’.

‘Do it for Life’ also celebrates the pivotal role that financial advisers and superannuation funds play as the experts who empower Australians to make informed financial decisions. As an extension, AIA has continued to advocate for accessible and affordable advice – a change that it considers fundamental for the financial future of all Australians.

Says AIA Australia CEO and Managing Director, Damien Mu: “AIA Australia has championed Australia to be the healthiest nation in the world and has always been passionate about supporting Australians to lead healthier, longer, better lives. While the average life expectancy of Australians has increased, chronic disease is an emerging paradox that has prompted the way we view longevity to evolve.

“Australians spend on average, eight years of the end of their life in poor health and ten percent of healthcare costs are spent in the last year of a person’s life.

“We need to change the trajectory so that we are continuing to focus on improving the healthspan of Australians, not just their lifespan. It is pivotal that Australians are set up to enjoy a dignified and fulfilling retirement, so good health, planning and financial literacy is vital.

“We’re here to encourage Australians to move more, make more informed food choices, contribute to their superannuation and seek preventative advice for physical, mental and financial wellbeing. We want people do the things that we know are important for our future selves so we can lead healthier, longer, better lives.

“We all have our own reasons of why we get out of bed in the morning and why we want to be in good health for longer, so let’s seize the opportunities we have and make every moment count – AIA Australia is here to partner with you, so you can ‘Do it for Life’”.

The campaign will be seen across Broadcast Video on Demand (BBOD) via Foxtel and Kayo, instadium signage across with AFL and NRL finals season and marquee sporting events, You Tube, Out of Home (OOH) and Display. This will be supported by social executions and PR.

AIA Australia
Damien Mu, Chief Executive Officer
Stephanie Phillips, Chief Marketing and Propositions Officer
Jeremy Simmons, General Manager, Customer, Marketing and Digital
Sarah Phillips, Director of Communications and Corporate Affairs
Emma Levy, Head of Brand Strategy
Rochelle Evans, Head of Group, Corporate & Retail
Suzanne OBree, Head of Customer Marketing and Engagement
Elle Morley, Senior Manager, Brand, Content and Social
Stephanie Bacon, Senior Manager Brand Marketing – Sponsorships, Events and Ambassadors
Natalie Hilyard, Senior Specialist Brand Marketing – Sponsorships, Events and Ambassadors Camille Hanton, PR Manager
Kathryn Kelly, External Communications Manager
Seth Santos, Creative Lead

Bullfrog
Community Growth Strategy & Creative

Production
Executive Producer: Gavin Harrison
Director/DOP: Joshua Lamont
Photography: Adam Gibson
Retouching: Visual Thing
Editor: Joshua Lamont
Audio Post-Production: Gusto Studios
Casting: Tas Casting