AIA Group has launched a “bold” initiative to engage a billion people to live healthier, longer and better lives by 2030.

Called AIA One Billion, the Asia-focused insurer says it aims to achieve its ambition through partnerships, events, community programs and campaigns to engage with customers, employees, agents, partners and communities.

To kickstart the initiative, AIA says it has rolled out a regional social media campaign to invite people to “join the journey”.

AIA ambassadors across the region will also support the initiative and rally communities to take action and drive positive health outcomes, the insurer said.

“For more than a century, AIA has strived to make a significant, positive impact for our customers and communities,” Chief Marketing Officer Stuart Spencer said.

“Launching AIA One Billion extends our Purpose of helping people live Healthier, Longer, Better Lives far beyond our customer base.

“AIA One Billion underscores AIA’s commitment to engage, educate and inspire communities across Asia to improve physical, mental and environmental wellness while championing financial inclusion.”