Mental health, achievement culture: "We can all crack, but we don't have to hide"

Societal and family expectations play a huge part in how we as individuals respond to pressure. Companies across the globe are having to learn and adapt to the fact that employees are humans, not machines. With legislation catching up, and tech providing some answers for the crises of anxiety and overload in the workplace, this 'Perfect Son' ad is part of a broader 'Rethink Healthy' campaign which illustrates the issue by showing how even positive family perceptions can help create an increasingly unbearable emotional pressure-cooker. Behind it is Asia’s leading life and health insurance company, AIA Group. Other spots in the campaign tackle body image and ageing as part of the drive to encourage us as individuals and a society to step back and re-evaluate what good health really looks like. AIA says: "Our goal is to inspire one billion people to live Healthier, Longer, Better Lives. To shift behaviours and drive real change, we must confront the outdated ways we define ‘healthy’, and recognise how our daily habits shape not just our own lives, but the lives of our families and communities. Our campaign taps into the emotions that unite us all, including the desire to make our parents proud, the hope for our children’s happiness, and the need to feel fully like ourselves. Through these stories, we aim to spark real moments of realisation that challenge people to rethink what health truly means. This campaign holds up a mirror to those habits and challenges everyone to take control, make meaningful choices, and set out on a journey toward Healthier, Longer, Better Lives for themselves and those they love.”

Keywords: AIA 'Rethink Healthy', AIA insurance 'Perfect Son', mental health Asia, AIA Group, work life balance, achievement culture, Asian families, societal pressures, BBH Singapore