Manulife Philippines, the local arm of global financial services provider Manulife, has been recognized with the Most Creative Marketing Campaign in the Philippines at the InsuranceAsia News Country Awards for Excellence 2025. The recognition highlights the company’s effective storytelling and customer-centered communication strategy through its acclaimed Manulife Stories campaign.
Showcasing Real-Life Stories of Financial Empowerment
The Manulife Stories campaign presented real-life accounts from policyholders whose lives were transformed by the insurer’s comprehensive financial and health solutions. These narratives showcased how Manulife supports Filipinos through life’s most challenging and defining moments, offering coverage and assistance that fit evolving personal and family needs.
Each story reflected the tangible impact of life insurance and financial protection in helping Filipinos build security and pursue their goals:
- Marielle, who was able to complete medical school with the insurance benefit she received after her mother passed away.
- Yvonne, who used her late husband’s death benefit to fund her child’s nursing education.
- KL, a mother who accessed her policy’s living benefits to afford an IVF procedure.
- Peach, an HIV-positive transgender woman who built financial stability for her family through her insurance plan.
- Mark, a father of a child with special needs who secured health coverage for his son through Manulife.
Through these stories, Manulife demonstrated how its products address a wide range of real-life challenges, reinforcing the importance of financial protection and long-term planning in every stage of life.
Reinforcing Manulife’s Purpose and Commitment
The award-winning campaign also reinforced Manulife’s mission of improving lives and making financial decisions easier for Filipinos. By focusing on authentic experiences, the initiative humanized the role of insurance and showed how tailored financial solutions can make a meaningful difference.
“Our mission to make decisions easier and lives better for our customers in the Philippines comes to life through the Manulife Stories campaign,” said Sonali Verma, Chief Marketing Officer, Manulife Philippines. “The experiences shared by our customers remind us that our interactions go beyond business transactions. We take pride in representing our commitment to being Filipino customers’ trusted partner towards a better, more financially secure future.”
The campaign aligns with Manulife’s broader goal of building financial resilience among Filipinos. By amplifying real experiences, it encouraged others to take proactive steps in securing their future through accessible and personalized insurance coverage.
Recognizing Excellence in the Insurance Industry
The InsuranceAsia News Country Awards for Excellence 2025 celebrated the achievements of leading insurance companies and professionals across Asia. The annual event honors innovation, leadership, and service excellence in the industry, spotlighting organizations that demonstrate significant contributions to the growth and modernization of the insurance sector.
InsuranceAsia News, a respected regional publication, provides news, commentary, and in-depth analysis of Asia’s insurance landscape. The Philippines Awards for Excellence, now in its third year, aims to acknowledge market leaders and outstanding individuals who set benchmarks for quality and innovation.
Manulife Philippines’ recognition underlines its continued leadership in shaping customer-focused narratives and advancing insurance literacy in the country. Through campaigns like Manulife Stories, the company not only highlights its products but also fosters a deeper understanding of how insurance can serve as a tool for empowerment and protection.
A Reflection of Purpose-Driven Communication
By winning the Most Creative Marketing Campaign in the Philippines, Manulife Philippines reaffirmed its commitment to authentic, purpose-driven storytelling. The Manulife Stories campaign demonstrated how effective communication can strengthen trust, promote awareness, and inspire positive financial behavior among Filipinos.
Through real experiences and genuine voices, Manulife continues to show that insurance is more than a product. It is a partnership built on care, trust, and the shared goal of helping Filipinos live better, more secure lives.
