AIA Group has launched its first-ever Regional Ambassador Programme, which the company says is an online community of some of the most influential health and well-being advocates in Asia.
A statement from AIA says the programme will be led by AIA Global Ambassador David Beckham and feature AIA health and wellness ambassadors from Australia, New Zealand, Malaysia and the Philippines, with plans to expand to other AIA markets as the platform develops.
The Australian ambassadors are AFL legend Shane Crawford and Keep It Cleaner co-founder Laura Henshaw.
AIA says the ambassadors will come together to “amplify AIA’s purpose of helping people across the region to lead healthier, longer, better lives”.
The programme will take “an always-on approach that is 100 percent 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.
AIA says the Regional Ambassador Programme is the latest online initiative launched by the insurer to engage its customers, agents and communities around the group’s purpose.
AIA Group Chief Marketing Officer Stuart A. Spencer says that throughout the Covid-19 pandemic, the company has sought innovative ways to provide customers with practical health and wellness tips.
“By combining the power of our ambassadors from around the region, we can reach a bigger audience across Asia and deliver … inspiring content to help our communities stay motivated.”
The new 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 new programme, AIA hosted an online virtual session to ‘meet’ with David Beckham, focusing on a discussion entitled, Finding Hope & Ways to Cope through the Pandemic, which launched across social channels and AIA’s Healthy Living YouTube Channel on 22 January 2021.
AIA says that over the first three days, the campaign reached almost 1.5 million online, with almost 1.3 million video views and 44,400 engagements.
Click here to see the session.
