New initiative from insurance firm AIA intends helping Asia sleep longer and better

Insurance firm AIA has launched an initiative called ‘One Hour More’ to improve the quality of sleep across the Asia-Pacific region. The campaign around ‘One More Hour’ was created by BBDO Singapore.

The initiative was based on research across China, Hong Kong, Thailand, Singapore and Malaysia which revealed that over half of the people surveyed – 55% – got six hours or less of sleep as against the optimal amount of seven to nine hours. It was further revealed that 69% did not feel good about the the hours of sleep they get; 30% were not satisfied with the quality of sleep and 62% agreed that an hour more would improve their mood and energy.


As part of the initiative, AIA has come up with a microsite and will include tips, tools and rewards to encourage people to sleep more and better. This will include suggestions from its global ambassador David Beckham, as well as from other partners such as Tottenham Hotspur Football Club and chef Jeremy Pang.

AIA has also partnered with one of Asia’s leading sleep experts Professor Michael Chee from Duke-NUS Medical School and Yong Loo Lin School of Medicine in Singapore. 

Speaking about the initiative, AIA group chief marketing officer Stuart A Spencer said: “AIA is proud to be introducing this bold, thoughtful and comprehensive effort that will raise awareness of sleep sufficiency and quality in support of our brand promise: ‘Healthier, Longer, Better Lives’. 

“Just one more hour of sleep can provide an extensive number of health benefits and yet sleep deprivation continues to affect an increasing number of people in Asia. 

“There is a myth that if we sacrifice sleep, we will get ahead in life. In reality, sleep doesn’t get in the way of personal progress: it enables it. Underpinned by our call to action, #OneMoreHour, we will show people how they can take steps to change their behaviour to get more and better quality sleep.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing