The Manulife Wellness Challenge

Manulife has positioned itself in Myanmar around longevity and wellness, and it needed that positioning to be visible in what people did, not only in what the brand said. The objective was to maximise awareness of the wellness initiative promoting a healthy lifestyle for Myanmar people. A campaign that simply told people to exercise would be ignored; it had to make participation easy, sociable and rewarding enough to sustain.

Ruder Finn Era designed the Manulife Wellness Challenge 2025 around walking, the most accessible form of exercise, turning it into a fun and simple daily habit. The strategy focused on small, achievable goals and friendly competition on the BiiB wellness platform, where participants could track their steps and compare progress.

Prizes were introduced to boost motivation and keep engagement alive through the challenge period, so that the initiative was rewarding and sustainable rather than a burst of good intentions. Ruder Finn Era managed the campaign, the communications plan, visual development and lead generation.