October 20 2025, 2:02 pm | BY Ricki Green | No Comments
Age is just a number when you’re still pulling on the guernsey at 55. Last month, members of Victoria’s AFL Masters team hit the training track alongside Brownlow medallist Tom Mitchell and Hawthorn legend Shane Crawford to prove one thing: there should be no age limit to healthy living.
The new work was created by Sunday Gravy, whose short-form videos captured candid vox pops with AFL Masters players alongside Mitchell and Crawford – highlighting the humour, grit and humanity of Australians who are truly “doing it for life.”
The content forms part of leading life, health and wellbeing insurer AIA Australia’s Do It For Life campaign, developed by Bullfrog, which calls on Australians to unlock their motivation to lead healthier, longer, better lives by making small, sustainable daily habits they can stick to.
AIA Australia’s mission is to champion Australia to be the healthiest nation in the world. The insurer’s own research proves that by making small changes, Australia can meet this target:
• Members of AIA’s health and wellbeing program AIA Vitality live on average 3 years longer and have a 16% lower mortality rate.
• In Australia’s “Vitality Zones”, residents who exercise more and connect socially live 8 years longer than the national average (83.4 vs 75.2 years) and are 43% less likely to die a preventable death.
• Hospital claims are 7% lower for AIA Health customers who maintain regular physical activity.
The campaign is running through an integrated paid media push during the AFL footy finals, supported by social executions on Instagram and YouTube.
Through Do It For Life, AIA Australia is celebrating the everyday choices – putting on the footy boots, walking the dog an extra block, or making a small financial sacrifice – that add up to a longer, healthier life. Alongside physical wellbeing, the campaign also recognises the role of financial advisers and superannuation funds in helping Australians build security and enjoy the moments that matter, for life.
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