AIA Philippines, the local arm of the largest Pan-Asian life insurer, has officially named P-pop sensations SB19 as its newest brand ambassadors. The partnership aims to inject a fresh, grounded perspective into the “Rethink Healthy” campaign, challenging traditional fitness stereotypes and spotlighting the personal, everyday decisions that shape physical, mental, and financial well-being.

As the most influential pop act in the country today, SB19—composed of Pablo, Josh, Stell, Ken, and Justin—was chosen for their authenticity and their embodiment of modern Filipino values: being family-first, resilient, and purpose-driven.

Moving from “Thinking” to “Doing”

The collaboration follows a recent AIA Philippines study revealing that while Filipinos are becoming more intentional about their well-being, their health decisions are often inextricably linked to family responsibilities. SB19 members shared their personal journeys of making “brave choices” that prioritize long-term fulfillment over immediate stability:

  • Pablo (Leader & CEO of 1Z Entertainment): “The bravest choice I made was betting on what I truly wanted… even when it wasn’t the safest option.”

  • Josh: Focuses on the consistency of self-care: “It’s really important to know how to take care of yourself… how to survive today, the next week, the next month.”

  • Stell: Links health to emotional happiness: “Being healthy is something na happy ka sa ginagawa mo… as long as you’re happy with what you’re doing.”

  • Justin: Highlights the importance of exploration and stepping outside one’s comfort zone to find rewarding experiences.

Health as Stability and Peace of Mind

For many Filipinos, especially breadwinners, health is synonymous with the ability to provide. This resonates deeply with Ken, who notes that his sense of health is tied to the security of his family: “I feel secure… my parents, naibibigay ko ’yung gusto nila… so I can say na healthy ako.” AIA Philippines aims to bridge the gap between prioritizing others and maintaining one’s own health, encouraging Filipinos to see self-care as a necessary foundation for supporting their loved ones.

Making Health Doable

Through the “Rethink Healthy” movement, AIA Philippines and SB19 shift the narrative from chasing perfection to building sustainable habits through small, consistent steps.

“SB19 brings that authenticity,” said Melita Teo, AIA Philippines’ President and CEO. “They show that real health is about daily choices, responsibility, and the courage to take charge of your wellbeing.”

Melissa Henson, Chief Marketing Officer of AIA Philippines, added: “As a powerful voice, SB19 encourages Filipinos to be more proactive. Their motivations can drive better health choices among Filipinos.”

Discover More: To learn more about the Rethink Healthy campaign and how AIA Philippines helps people live Healthier, Longer, Better Lives, visit the official website at www.aia.com.ph.