MANILA, Philippines (Apr. 2026) — Before the sold-out arenas and the global fanbase, each member of SB19 made a choice without a guaranteed outcome. That kind of everyday courage is exactly what AIA Philippines wants to talk about.
The country’s biggest P-Pop group has officially signed on as brand ambassadors of AIA Philippines, the local arm of pan-Asian life insurer AIA, joining the company’s ongoing “Rethink Healthy” campaign. The partnership repositions health not as a destination but as a series of daily decisions, including physical, mental, and financial ones.
“SB19 brings 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.”
What “healthy” looks like for each member
The campaign leans into personal storytelling rather than polished wellness messaging, and each member brings a different angle.
Pablo, the group’s leader and CEO of independent label 1Z Entertainment, frames health as a willingness to take risks: “The bravest choice I made was betting on what I truly wanted. I chased the path I believed in, even when it wasn’t the safest option.”
Josh ties it to consistency: “It’s really important to know how to take care of yourself, how to survive today, the next week, the next month.”
Justin credits exploration during his college years as a turning point: “Nag-start po ako mag-explore… I wanted to perform… and that was also the most rewarding na ginawa ko.”
Stell connects health directly to joy: “Being healthy is something na happy ka sa ginagawa mo.”
For Ken, the definition goes further: “I feel secure, my parents, naibibigay ko ‘yung gusto nila, wala akong masyadong iniisip, so I can say na healthy ako.” Health, in that framing, includes peace of mind and the ability to provide for family.
The research behind the campaign
AIA Philippines’ latest study points to a shift in how Pinoys approach well-being, with more intentional decisions being made around health. The research also surfaces a familiar tension: health choices are often shaped by family responsibility, with many Pinoys putting their own care on hold while prioritizing others.
The SB19 partnership is designed to make those conversations feel more relatable and within reach, speaking to a generation navigating self-expression, financial independence, and mental well-being at the same time.
For more information on AIA Philippines and the Rethink Healthy campaign, visit aia.com.ph.
