AIA Philippines, formerly Philam Life, has earned Bronze for Best Use of User-Generated Content (UGC) at the 2026 Global Influencer Marketing Awards held last month in London for “AIA 100 Voices: Redefining What Healthy Means for Filipinos,” making it the only entry from the Philippines to win at this year’s global awards. This campaign challenged the usual playbook for influencer marketing by giving creators the freedom to define health through their own lived experiences.

AIA Philippines was also the only insurance brand among the recognized campaigns in the category. Now in its eighth year, the Global Influencer Marketing Awards recognize standout campaigns, creators, and partnerships in influencer and creator marketing from around the world.

Developed by AIA Group and driven by AIA Philippines in partnership with Ogilvy Philippines, AIA Voices set out to dismantle the narrow, aspirational ideas that have shaped how health is often portrayed, turning influencer marketing into a participation-led creator ecosystem where influencers, AIA employees, and organic creators could share their own perspectives on what being healthy means. The campaign was part of AIA Group’s broader Rethink Healthy movement, which challenged preconceived ideas of health and explored well-being across physical, mental, financial, and environmental dimensions.

The thinking behind the Philippines’ campaign came from AIA Philippines’ Rethink Healthy Study, which found that Filipinos define health across four dimensions: physical (52%), mental (30%), financial (12%), and environmental (7%). Yet much of the health content they encountered presented a narrower, aspirational view of well-being, one that could feel expensive, inaccessible, and difficult to sustain. 

AIA Philippines took a different approach: stop defining health for people and let people define it themselves. Instead of health as a destination or a body type, AIA 100 Voices explored health as something personal, imperfect, and already happening every day, in everyday choices and small choices rather than polished ideals and milestone transformations.

AIA Philippines put that idea to creators with a simple question: “What does healthy mean to you?” Creators drew from their own experiences and communities: a triathlete shared her cancer recovery journey; a chef made the case for affordable nutrition; an environmentalist explored climate anxiety as a health issue; and an AIA Life Planner reframed saying “no” as an act of self-care. These were not scripted messages, but stories rooted in their real lives.

The conversation was amplified further by AIA Philippines brand ambassadors Kathryn Bernardo, Nico Bolzico, and Solenn Heussaff, who shared their own perspectives on health, wellness, and living a balanced life. This year, SB19, AIA Philippines’ newest brand ambassadors, also joined the movement by sharing their own “Rethink Healthy” stories, helping continue the conversations around the many ways health shapes our lives, our aspirations, and our future.

“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.

The approach allowed the campaign to grow beyond its initial creator network. In 2025 alone, AIA 100 Voices brought together nearly 120 creators who produced more than 170 pieces of content, with stories spanning different communities and perspectives on health. The work reached more than 62 million people, generating 100 million impressions and 4 million engagements, while driving lifts of +5 in brand awareness, +6 in consideration and +3 in preference for AIA Philippines.

For AIA Philippines, the work reflects a broader ambition to help people live Healthier, Longer, Better Lives by making space for the many ways health is experienced in real life.