In Asia, the sandwich generation is so preoccupied with caring for their parents and children that they don’t have time for themselves. So whenever they face health or financial issues, they tend to resort to the myths passed down to them. Even in the 21st century, these hundred-year-old myths are still Google’s first search results. Emma by AXA is a one-stop app that provides fact-based information from thousands of health and financial professionals. However, this app has not been launched in Thailand or Indonesia. So we needed people to know how useful this app is for health, wealth and wellness questions.

Unfortunately, over 50% of people in Asia still believe in myths passed down from generation - especially regarding health and wealth. Since the sandwich generation is so preoccupied with caring for their parents and children, they have no time for themselves. Thus, what they’ve learnt has become their first resort for any questions that come up when it comes to their health and wealth. In Thailand and Indonesia, these myths are abundant. From ‘Goat meat makes you manlier’ to ‘If a bird uses your head as a toilet, good luck is coming your way’.

Taking Asia’s most famous myths, Emma debunked them with beautiful, cheeky and playful visuals. Then we got everyone to pay attention by launching them in community spaces in Thailand and Indonesia - being seen in outdoor areas with high traffic. And on the most important place, people turn to for advice, in social, they were told a different story. Quirky bite-sized social videos helped bring awareness to the ridiculousness of these myths and encouraged people to rethink and not be misguided by myths. Because of this campaign, even influencers and real people started to share the myths they grew up on.

Emma by AXA burst onto the stage in Thailand and Indonesia and got people to realise that they can’t be misguided by myths.

Over 40,000 new leads were generated, over 155,000 Euros of PR Value was generated, and the influencer engagement rate was 3X more than planned.