AIA looks to help ID recover from deforestation in new campaign

Life insurance group AIA has launched a new campaign titled "One Tree Planted" in an attempt to showcase how AIA Vitality encourages people to adopt healthier lifestyles that will eventually lead to a healthier and happier planet.

AIA Vitality aims to reward customers for living a healthy lifestyle and expressing joint concern towards sustainability.

The aim is to help Indonesia recover from deforestation by planting trees because these forests make significant contributions to restoring the ecosystem balance and climate stability worldwide, it said in a statement. AIA sees reforestation as one of the main ways to tackle the climate change problem and commits to plant a tree for every insurance policy bought.

As part of the campaign, a short film filmed in several areas around Jogjakarta (Merapi, Hutan Oxygen, Sanggar Imogiri, Mangunan, Lapangan Imogiri, Barsa city and Taman Langensari) was also released. It aims to connect the story of the ‘Rethink Healthy’ campaign with the celebration of British pop band Coldplay's recent concert in Indonesia.

“Achieving our sustainability objectives is critical to contributing to a healthier planet, which is inherently linked to our purpose of helping people live healthier, longer, better lives," said Kathryn Parapak, chief marketing officer of AIA Indonesia in a statement. 

"As the largest pan-Asian life and health insurer, we are dedicated to fostering a sustainable future for the region and committed to leveraging our resources, including partnerships, in achieving net zero 2050," she added. 

Additionally, Anish Daryani, the founder and CEO of Moonfolks, which partnered AIA on the campaign, said: “This is by far one of the most significant and meaningful sustainability programs in Indonesia. We’ve had brands sponsor a visiting global music band quite often. But to extend that to a purpose-driven initiative that brings about actionable change is something else altogether. Moonfolks is really proud to partner AIA in telling its story to the world.”

Earlier this month, AIA Singapore launched a thematic film in line with its launch of its newest critical illness plan, AIA Ultimate Critical Cover (AIA UCC). 

This particular past campaign aimed to drive awareness towards the need to be sufficiently protected against critical illnesses (CI) and the accessible CI coverage available for Singaporeans, following a recent study commissioned by AIA Singapore.

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