Prudential Myanmar Life Insurance: Good vibe tribe – building one of Myanmar’s largest health and wellness communities

Prudential Myanmar established the Good Vibe Tribe to help people get the most out of life by promoting healthy habits and lifestyles, enable people to connect, learn, join exercise challenges, and achieve health goals, and develop a brand property to forge connections with members and build brand affinity.

Context and Campaign Description

In an October 2022 report on physical activity in Myanmar by the World Health Organization,1the direct healthcare costs attributable to noncommunicable diseases and mental health associated with physical inactivity in Myanmar is estimated to be USD 9.9 million per year or USD 109 million for the period of 2020 to 2030. In addition to COVID-19 lockdowns and movement restrictions, Prudential Myanmar found that limited access to fitness facilities, especially in rural areas of Myanmar, resulted in reduced physical activity and increased mental health challenges in recent years. Moreover, historical public health campaigns in Myanmar...

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