According to the AIA Regional Wellness Report, many consumers in Asia find health difficult to achieve, with 80 percent feeling unhealthy and 57 percent failing to make changes to improve their health.

More specifically, the 2023 Indonesian Health Survey (SKI) showed that the biggest barrier to achieving health among adults was lack of time, with as much as 67.7 percent of respondents citing this as the main reason for not engaging in physical activity.

"Everyone has a unique way of maintaining their health. Through ‘Rethink Healthy’, we want to show that a healthy life can be achieved with multidimensional activities,” said AIA chief marketing officer Kathryn Parapak.

“The key is to find activities that fit each person's lifestyle and preferences. We believe that by giving individuals the space to explore and adjust healthy activities to their needs, they will be more motivated to achieve their health goals," she said.

AIA’s Rethink Healthy campaign aims to promote a new definition of health that is more inclusive and relevant for everyone. It advocates a more holistic and sustainable approach to health and focuses on daily activities that, when done mindfully, can improve health through a broader and more achievable way.

"Achieving good health cannot focus on just one aspect, such as physical health. I highly appreciate AIA's Rethink Healthy initiative, which encourages people to understand unique and everyday ways to achieve holistic health, making a healthy lifestyle sustainable," said health and wellness expert Dr. Sophia Hage.

The new campaign emphasizes the concept of “Berbeda-beda tapi sehat juga (different, but healthy too)”, meaning that health can be achieved in various ways and that each person has a unique definition and method of living healthy.

Simple activities that can be easily integrate into daily life, such as singing, listening to music, walking, relaxing, using public transportation and connecting with nature, can help everyone find their own way to achieve their health goals.

"As someone with a busy schedule, 'rethink Healthy made me rethink my and my family's health,” said AIA Vitality Ambassador Dion Wiyoko.

“I found new ways to maintain a healthy lifestyle through AIA Vitality, which helps me stay healthy in simple ways, even walking. I realized that consistent, small steps could bring significant benefits and changes to my health."

AIA is holding a Sing-A-Thon to bring the Rethink Healthy concept to life, inviting people to sing karaoke together in an energetic event designed to highlight that singing is not just fun, but also provides significant health benefits, both mental and physical.

Singer-songwriter Kunto Aji noted: "Music is a form of therapy that makes me healthier. The music I write is part of my effort to help myself and my listeners achieve good mental health.

“Rethink Healthy also opens a new perspective on health, showing that we can achieve health in fun ways that fit our routines. This is an excellent initiative to help busy people achieve a healthier life."

Kathryn emphasized: "With simple and diverse daily activities, we hope [Rethink Healthy] will engage more people in Indonesia to achieve healthier, longer and better lives together. This campaign is also being conducted in various AIA Group markets and is expected to contribute to AIA's One Billion ambition, to engage one billion people in healthier living by 2030."

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