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Ash Barty and Stephanie Gilmore Give it All or Something for AIA Australia


Spot from Bullfrog challenges the ‘all or nothing’ approach to health

Ash Barty and Stephanie Gilmore Give it All or Something for AIA Australia

Life, health and wellbeing insurer AIA Australia has partnered with new AIA Vitality Ambassadors, Ash Barty and Stephanie Gilmore, to coach Aussies out of their ‘all or nothing’ approach to health and wellbeing, in new brand campaign 'All or Something' via Bullfrog.

In a refreshing departure from the ‘go hard or go home’ mentality of many health, fitness and wellness brands, AIA Australia has enlisted the WTA world number one tennis player and winner of seven surfing World Titles to coach Australia through a more attainable, sustainable approach: All or Something.  

"Growing up, all our sporting heroes (and their big-time sponsors) stood on this pedestal, preaching the old 'no pain no gain' attitude. So we're left thinking, 'well if I can't give 110% I might as well give up,'" says Dalton Henshaw, Bullfrog CEO. "But this new mindset gives us permission to be human. It's not about health kicks or cheat days, it's about a lasting behavioural shift." 

AIA Australia CEO Damien Mu says: “At AIA, we're passionate about helping Australians to live healthier, longer, better lives. In order for this to be possible, Aussies need positive physical and mental wellbeing, and this starts with the right mindset when it comes to choosing healthy lifestyle behaviours. All or Something is a refreshing evolution from the traditional black-and-white approach when it comes to diet and exercise. By empowering Australians to focus on the small somethings, life becomes more enjoyable and healthier habits are sustained."

All or Something is the latest movement driven by AIA Australia to raise awareness of disease prevention through lifestyle change and reward members for making healthier choices. Chief shared value and marketing officer, Stephanie Phillips says: "AIA and Bullfrog have worked closely together to bring this campaign to life. We believe that our vision for Australia to be the healthiest and best protected nation in the world can in fact become a reality, and our All or Something campaign will be instrumental in this occurring." 

The campaign kicks off on broadcast TV, with Ash and Stephanie coaching one Aussie out of his 'all or nothing' attitude. Then it comes to life in contextual OOH, social, digital, CRM and PR, as the two sporting legends start coaching all Australians by popping up at relevant times throughout our day, to remind us of the 'small somethings’ – like running for a few minutes and walking the rest of the way, or choosing a side-salad over chips at the pub.

Whether it's Ash Barty on your phone when you wake up, cheering you on for not hitting snooze, or Stephanie Gilmore encouraging you to take a mindful breath in peak hour traffic, this is a rare opportunity to be coached by two of the world's best athletes – right when you need them.

Says Bullfrog creative director Dan Sparkes: “I think a lot of people (myself included) currently resonate with that old school approach to health, and could do with a new one. And it's been a pleasure to see the effect of this campaign – even before it hits the public. From the Bullfrog team, to production partners and ambassadors, everyone's started noticing those 'All or Something' moments in their own lives. Only now, when we feel like we can’t ‘just do it’, we just do a little something."

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Genres: People, Comedy, Dialogue

Categories: Healthcare and Wellness, Medical Insurance

Bullfrog, Wed, 09 Mar 2022 09:26:08 GMT