Life, health and wellbeing insurer AIA Australia has identified the 45 healthiest local government areas across the country as part of its new campaign, ‘AIA Vitality Zones’. Inspired by AIA Australia’s science-backed health and wellbeing program, AIA Vitality, the campaign is spearheaded by newly commissioned research which explores where Australians are leading healthier, longer, and better lives, how they are excelling in terms of health and wellbeing outcomes and the attitudes, environmental and socio-economic factors, behaviours, and practices that make them thrive.

According to the research, residents in AIA Vitality Zones live up to eight years longer than the national average, the median age of death of residents is 83.4 years compared to the national average of 75.2. AIA Vitality Zones collectively save the Australian public hospital system an estimated $371.4 million each year. People in AIA Vitality Zones also report lower rates of major chronic conditions than the national average and are also 43 per cent less likely to die from a potentially avoidable death than other Australians.

AIA Australia’s own data indicates that its retail insurance customers who reside in AIA Vitality Zones are 34 per cent less likely to lodge a retail life insurance claim than those who do not live in an AIA Vitality Zone – specifically, 38 per cent for lump sum policies and 25 per cent for income protection policies.

Other findings from AIA Vitality Zones in relation to the health and wellbeing attitudes and behaviours of residents compared to the national population include they exhibit higher levels of positive emotions and are more engaged in community activities, they participate in more moderate-intensity activity each week, have higher confidence in preparing nutritious meals at home, are more likely to have at least one regular healthcare provider that knows them well, and are more engaged in everyday ecofriendly behaviours – amongst many more.

Integrated, full-service marketing and communications agency, Bastion, delivered the research and created the new earned-led campaign with AIA Australia which launched last week across PR, media, digital, social as well as across AIA’s own channels.

The 45 identified LGAs represent AIA Australia’s vision for what positive lifestyle habits and mindsets can achieve for societal health and wellbeing, combined with the impact of supportive socioeconomic and infrastructure factors. AIA Australia Chief Marketing & Propositions Officer, Stephanie Phillips said the campaign represents an enormous opportunity for positive change, with the potential for more AIA Vitality Zones in the future.

“We have launched AIA Vitality Zones to not only shine a light on these standout areas across the country but to also encourage all Australians, no matter where they live, to draw inspiration from the small, mindful habits and holistic approach to health that each of these communities share,” said Ms Phillips. “AIA Australia wants Australia to be the healthiest and best protected nation in the world and this campaign symbolises this mission in action,” she added.

“We wanted to learn more about where people were doing well, where they needed additional support and showcase the significant role our lifestyles play in terms of our overall health, quality of life and longevity.” Richard Chapman, Managing Director, Communications at Bastion said the campaign strategy is firmly anchored in the need to educate more Australians about their health and wellbeing, through a topic we are all invested in – longevity.

“We knew we needed a simple hook and who doesn’t want to know the secrets to living an extra eight years?” said Chapman. “The campaign results so far are phenomenal, achieving national earned reach across the country in broadcast, news and online,” he added. “Bastion is extremely proud of our long-standing relationship with AIA Australia and it’s exciting to bring this collaborative idea to life in a campaign that is engineered to be earned-first and then pulled through all other channels.”

Both metropolitan and regional LGAs across the country have made the AIA Vitality Zones list, with New South Wales having the highest representation of LGAs with 13 AIA Vitality Zones.

• NSW – Blue Mountains, Georges River, Hornsby, Hunters Hill, Kuring-gai, Lane Cove, Mosman, North Sydney, Northern Beaches, The Hills Shire, Waverley, Willoughby, Woollahra

• SA – Adelaide, Adelaide Hills, Burnside, Elliston, Holdfast Bay, Mitcham, Port Adelaide, Enfield, Unley, Wakefield

• VIC – Bayside, Boroondara, Manningham, Monash, Nillumbik, Queenscliffe, Stonnington, Whitehorse

• WA – Cambridge, Canning, Claremont, Cottesloe, Gosnells, Murray, Mosman Park, Nedlands, Perth

• TAS – Glenorchy, Hobart, Launceston

• QLD – Brisbane, Gympie, Noosa

Australians who wish to live a healthier and longer life, like they do in the AIA Vitality Zones, are invited to find out their health and wellbeing age through the AIA Vitality Age Calculator at aia.com.au/aiavitalityzones.