AIA Philippines, formerly Philam Life, has won Bronze for Best Use of User-Generated Content (UGC) at the 2026 Global Influencer Marketing Awards in London for its AIA 100 Voices: Redefining What Healthy Means for Filipinos campaign.
The recognition makes AIA Philippines the only Philippine entry to win at this year’s awards and the only insurance brand among the recognized campaigns in the category.
Now in its eighth year, the Global Influencer Marketing Awards recognize notable campaigns, creators and partnerships in influencer and creator marketing worldwide.
Letting Filipinos define what healthy means
Developed by AIA Group and driven by AIA Philippines in partnership with Ogilvy Philippines, AIA 100 Voices challenged conventional influencer marketing by giving creators the freedom to define health through their own experiences.
The campaign formed part of AIA Group’s broader Rethink Healthy movement, which explores health across physical, mental, financial and environmental dimensions.
The campaign was informed by AIA Philippines’ Rethink Healthy Study, which found that Filipinos define health across four dimensions: physical at 52%, mental at 30%, financial at 12%, and environmental at 7%.
Rather than presenting health through aspirational images or standardized goals, AIA 100 Voices asked creators a simple question: “What does healthy mean to you?”
Creators responded with stories drawn from their own lives and communities. A triathlete shared her cancer recovery journey, a chef discussed affordable nutrition, an environmentalist explored climate anxiety as a health concern, while an AIA Life Planner presented saying “no” as an act of self-care.
The campaign also featured AIA Philippines brand ambassadors Kathryn Bernardo, Nico Bolzico and Solenn Heussaff, who shared their own perspectives on health and balanced living. SB19, the company’s newest brand ambassadors, also joined the movement by sharing their own Rethink Healthy stories.
Creator-led campaign expands its reach
According to Katherine Wong, Interim Chief Marketing Officer at AIA Philippines, the campaign was designed to become a conversation rather than a traditional marketing campaign telling audiences what health should look like.
The approach enabled the initiative to expand beyond its original creator network. In 2025, nearly 120 creators participated and produced more than 170 pieces of content covering different communities and perspectives on health.
The campaign reached more than 62 million people, generating 100 million impressions and 4 million engagements. AIA Philippines also reported increases of 5 points in brand awareness, 6 points in consideration and 3 points in brand preference.
For AIA Philippines, the global recognition highlights how creator-led storytelling and user-generated content can help brands engage audiences through more authentic and relatable experiences.
The campaign supports the company’s broader goal of helping people live Healthier, Longer, Better Lives by recognizing that health can take different forms in everyday life.
