“Always, In All Ways” is anchored on the promise that AIA Philam Life will Always be there in All Ways. This idea gives the country’s front liners the assurance that their lives are as valuable as the lives that they save eventually helping them live healthier, longer, and better lives. With this instilled assurance, these frontline workers can continue their noble purpose of saving lives without the worry for themselves and their families. Moreover, it proves that AIA Philam will be the Insurance company that will always exhaust all ways to secure, protect, and help Filipinos. Executions include the biggest and widest hero recognition campaign in the country – THE SEARCH FOR AIA PHILAM LIFE HEROES, partnerships with organizations, digital financial literacy activities, digestible videos about insurance, and a campaign jingle.