HONG KONG - Insurance company AIA Group has officially launched its new brand campaign platform, "Rethink Healthy."

Raman Sidhu has taken on the role of Director, Group Talent & Leadership at pan-Asian life insurance group AIA, effective July 2024.

HONG KONG, June 17, 2024 /PRNewswire/ -- AIA Group Limited ("AIA" or the "Group") today announces the launch of its new brand campaign platform "Rethink Healthy". The campaign seeks to challenge stereotypes and narrow depictions of health in Asia and calls for new definitions of health that will encourage more people to live healthier."Rethink Healthy" promotes a more holistic and sustainable approach to wellbeing that is inclusive, relevant and achievable for people in Asia. The campaign is part of the AIA One Billion ambition to engage one billion people to live Healthier, Longer, Better Lives by 2030.It was formed in response to a regional wellness report[1] commissioned by AIA which found many consumers in Asia believe that being healthy is too hard and inaccessible. Key findings of the research revealed:While the majority of respondents want to improve their health, 80% do not believe that they are healthy today.As a result, 57% of those surveyed reported they have not managed to make changes to improve their health.People across Asia are overwhelmed by constant, narrow depictions of perfect health and wellness routines.are overwhelmed by constant, narrow depictions of perfect health and wellness routines. 63% of respondents believe that exercise must be intensive and lengthy to be healthy, which discourages many from being more physically active.The majority of those surveyed believe that small actions cannot improve physical health, despite research[2] demonstrating the value of small steps done consistently to form habits.Stuart A. Spencer, AIA Group Chief Marketing Officer, said, "Our reality today is that Asia is getting wealthier but not healthier