The campaign garners support from renowned Australian athletes Ash Barty and Stephanie Gilmore, who, alongside a diverse cast including AIA’s brand representatives, its employees, and everyday Australians, showcase a broad spectrum of health-promoting activities.
The campaign illustrates various individuals engaging in activities like cycling with Shane Crawford, basketball with Paralympian Tristan Knowles OAM, surfing instructions from Layne Beachley AO, and fitness demonstrations by Laura Henshaw.
The overarching goal is to inspire Australians to identify and pursue a personal “healthy something” that contributes to AIA’s broader vision of fostering a healthier, longer, and superior quality of life across the nation.
AIA CEO Damien Mu underlined the AIA Vitality program’s success in motivating Australians towards adopting healthier habits through statistics showcasing member achievements like accumulating 420 billion steps, conducting close to 100,000 health assessments, and logging over 3.9 million gym visits.
“Science tells us that long-term, sustainable health changes aren’t driven by unattainable goals, and over the last 10 years, through AIA Vitality, we know this to be true and have empowered Australians to turn small, positive lifestyle changes into consistent, long-term healthy behaviours,” he said.
The new campaign underscores the critical role of manageable lifestyle adjustments in the prevention of non-communicable diseases (NCDs) such as cancer, diabetes, and heart disease.
Crafted in collaboration with Bullfrog, an independent creative firm, the campaign is slated for broadcast across a multitude of channels including national TV, digital mediums, out-of-home advertising, BVOD, social media, PR campaigns, and AIA’s proprietary channels.
Bullfrog CEO Dalton Henshaw noted the positive shift in Australians’ perspectives from an “all or nothing” approach to a more balanced “All or Something” mindset.
“It’s been humbling to see the effectiveness of flipping the mindset of Aussies from ‘all or nothing’ to ‘All or Something’ for Aussies and AIA members, since the inception of the brand platform two years ago,” he said. “We knew we needed to double down on that mindset with this newest platform extension and we set ourselves as collective team a task to continue to drive growth – empowering more Australians than ever to do a little something in their lives to make a positive difference.”
To further engage Australians in its health and wellbeing objectives, AIA has introduced the Small Something Challenge. This online initiative, available through AIA’s website and social media platforms, offers 10 months of guided health and wellness activities led by AIA ambassadors, with incentives provided monthly to encourage participation.
In other news, AIA recently appointed Australian female badminton champion Gronya Somerville as its new ambassador.
