Across Asia, health is often linked to achievement, discipline and success.
With Rethink Healthy, AIA challenges these narrow standards and opens up a more considered conversation about what wellbeing really means.

The stories are crafted to open people’s eyes, encouraging viewers to pause and reflect on the image of health society perpetuates - and how it shapes their own lives and those they love.

The first of three films, Perfect Son, follows a father proud of his high-achieving son, Ben, celebrating his promotions and relentless drive. Beneath that success, pressure quietly builds as Ben struggles to balance work and family, forcing him to confront the standards shaping both his wellbeing and his relationships.

The platform continues with Mother & Daughter, which examines how narrow ideas of “healthy” bodies and lifestyles are subtly passed between generations. The third film, Lone Wolf, challenges the notion that only intense exercise counts - reframing movement as joyful and accessible at any age.

With Rethink Healthy, the aim was not to offer a neat takeaway, but to acknowledge the complexity of real life. Through longer-form storytelling, the work avoids tidy resolutions and leaves space for audiences to reconsider what healthy means for themselves.