AIA helps its members live Healthier, Longer, Better Lives, but it needed a new brand platform to back its commitment to improving the longevity of everyday Aussies.

So we asked ourselves: why do we take care of our health in the first place?

You don’t get a colonoscopy for the view, or curl your body into a tiny tortellini to relax. And you certainly don’t hit up the dentist for an ego boost.

You do it for the tiny alarm clock that wakes you up every morning, demanding your attention, a biccie and a nappy change - all before 5 a.m.

To hear the story your dad’s told a hundred times, a hundred more.

Or to hang out with Larry, your well-medicated greyhound.

Everything we do for our health, we do so we can experience more of life, as well as we can, for as long as we can.

AIA’s just here to help us Do It For Life.