Melbourne, 28 January 2021 - AIA Australia has today announced the launch of its first-ever Regional Ambassador Programme, an online community of some of the most influential health and well-being advocates in Asia who will come together to amplify AIA's purpose of helping people across the region to lead Healthier, Longer, Better Lives.
This innovative programme will be led by AIA Global Ambassador David Beckham and feature AIA health and wellness ambassadors from Malaysia, the Philippines, Australia and New Zealand, with plans to expand to other AIA markets as the platform develops. The programme will take an always-on approach that is 100 per cent focused on the activities AIA is implementing to drive its purpose, making it one of the most current and comprehensive ambassador programmes globally.
In addition to David Beckham, the diverse group of influencers includes coaches from AIA's partner Tottenham Hotspur Football Club, as well as celebrity chef Jeremy Pang, former world champion sports players, a Guinness world record holder, well-body advocates, and fitness entrepreneurs.
The Regional Ambassador Programme is the latest online initiative launched by AIA to engage its customers, agents and communities around the Group's purpose. It will give AIA's ambassadors the opportunity to co-create and collaborate around new ideas and inspirational content that will help promote Healthier, Longer, Better Lives, as well as celebrating cultural diversity and offering audiences access to different perspectives on health and wellness.
AIA Group Chief Marketing Officer Stuart A. Spencer said: "Throughout the COVID-19 pandemic, we have sought innovative ways to provide our customers with the practical health and wellness tips that they need to live Healthier, Longer, Better Lives. By combining the power of our ambassadors from around the region, we can reach a bigger audience across Asia and deliver even more inspiring content to help our communities stay motivated. We are delighted to launch this programme and we look forward to seeing it expand across the region over the coming months."
AIA Global Ambassador David Beckham said: "I'm very happy to be involved in the Regional Ambassador Programme and to share my journey through the COVID-19 pandemic. AIA has made a big commitment to supporting customers and communities with their brand promise of Healthier, Longer, Better Lives, and for me to join the other AIA ambassadors across Asia and hear how they have coped was really interesting.
"Everyone has handled this challenging time in their own way and found what works for them and their families, but what really comes through time and time again is how little changes can have a big positive impact now and form good habits for the longer term. I'm delighted to have been asked to lead this initiative with my fellow ambassadors."
The Regional Ambassador Programme builds on the success of AIA Live, AIA's first regional online wellness event held in August 2020, which reached 39 million people across more than 60 countries and featured 30 ambassadors and special guests.
To kick-off the programme, AIA hosted a one-hour online virtual session to "meet" with David Beckham, focusing on a discussion entitled, "Finding Hope & Ways to Cope through the Pandemic", which launched across various social channels and AIA’s Healthy Living YouTube Channel on Friday 22 January 2021. Over the first three days, the campaign reached almost 1.5 million online, with almost 1.3 million video views and 44,400 engagements.
To view the "Finding Hope & Ways to Cope through the Pandemic" session, please visit the AIA Healthy Living YouTube Channel at https://youtube.com/aiahealthyliving. The session includes real, positive and inspiring content that generates both emotion, through personal stories and interaction, and motivation, in the form of tips and ideas.
The full list of participating ambassadors is as follows: