The country’s largest and only educational digital free-to-air and cable channel Knowledge Channel Foundation, Inc. (KCFI) and AIA Philippines Life and General Insurance Company, Inc. (AIA Philippines), formerly Philam Life and the local arm Hong Kong based AIA Group, recently formalized their partnership at a Memorandum of Agreement signing ceremony for the AIA Healthiest Schools (AHS) program. AHS is AIA’s educational initiative that aims to empower more schools, students and communities to become healthier and more sustainable.

From left: Melissa Henson, Chief Marketing Officer of AIA Philippines; Stuart Spencer, AIA Group Chief Marketing Officer; Elvira “Rina” Lopez Bautista, President and Executive Director of Knowledge Channel Foundation, Inc. (KCFI); and KCFI Vice-President Edric Calma at the Memorandum of Agreement signing ceremony on March 4, 2025

The collaboration extends the AHS program to 10,000 public schools in KCFI’s nationwide network and aligns with AIA’s broader commitment to promoting holistic well-being, as seen in their newly launched “Rethink Healthy” campaign. This partnership will leverage KCFI’s extensive reach and expertise in educational content creation to develop and broadcast engaging health education materials for upper primary students. KCFI will produce a series of nine 10-minute episodes on key AHS topics such as healthy eating, active living, and mental well-being, with scope recommended by the Department of Education. The episodes will be accessible through free-to-air television, cable, satellite, and online channels.

This initiative supports AIA’s goal of making healthy living more accessible and inclusive for all Filipinos. Much like AIA’s Rethink Healthy campaign, it addresses the physical and mental well-being of young students through engaging educational content and empowering them to instill healthy habits early in life, ultimately contributing to a healthier future for the nation.

“We are thrilled to partner with AIA Philippines to bring the AIA Healthiest Schools program to more young Filipinos in the country,” said KCFI President and Executive Director Rina Lopez Bautista. “This partnership will enable us to create and deliver high-quality, holistic health educational content that will empower students to make informed choices about their overall well-being. We believe this initiative will contribute significantly to creating healthier generations.”

“The AIA Healthiest Schools program is designed to create a more inclusive environment that supports the health and well-being of students, in ways that are attainable, practical and sustainable for them,” said AIA Philippines Chief Marketing Officer Melissa Henson. “By joining forces with Knowledge Channel Foundation, we’re amplifying the program’s impact and ensuring that its vital lessons reach a wider audience. We’re confident that this partnership will empower more students to take control of their health, well-being, and future.”

Learn more about the AIA Healthiest Schools program at https://ahs.aia.com/au/en/ To know more about Rethink Healthy, visit https://www.aia.com.ph/en/health-and-wellness/rethink-healthy.

[1] Based on the 2023 annual accounts Securities and Exchange Commission (SEC) filing.