AIA Australia has launched a campaign promoting healthier habits that improve physical, mental and financial wellbeing.

The Do It for Life initiative encourages steps to improve health and highlights key motivations and outcomes.

“We're here to encourage Australians to move more, make more informed food choices, contribute to their superannuation and seek preventative advice for physical, mental and financial wellbeing,” AIA CEO and MD Damien Mu said.  

He notes an “emerging paradox” as life expectancy rises while chronic illness becomes increasingly prevalent in people’s later years.

“Australians spend, on average, eight years of the end of their life in poor health, and 10% of healthcare costs are spent in the last year of a person’s life,” he said.

“We need to change the trajectory so we are continuing to focus on improving the healthspan of Australians, not just their lifespan.”  

AIA has collaborated with former Hawthorn AFL player Shane Crawford and ex-Brownlow medallist Tom Mitchell on events and short video pieces that “champion Australia to be the healthiest nation in the world”.  

“At AIA, we know from our own data that chronic illness is hitting Australians earlier than it should, often in their early-40s and 50s,” Mr Mu said.

“The encouraging news is that so much of it is preventable. We have launched Do It For Life to highlight the behaviours and attitudes that can have a transformative impact on our longevity and quality of life.”