Campaign sparked fresh conversations among Filipinos on need for protection
Photo 1: Alden Richards remembers his struggles and redemption in BDO Life’s Tuloy ang Plano.
BDO
Life’s “Plan B” campaign, which captured the hearts and minds of Filipino
breadwinners, won multiple Excellence Awards in the Marketing, Advertising
& Brand Communication and Audio/Visual categories at the 2026 Quill Awards,
the country’s only award program for outstanding business communication.
The
campaign was recognized for breaking through the insurance noise, turning an
often-avoided topic of mortality and financial security into something
relatable and even humorous. Rather than positioning life insurance as an
investment, the campaign emphasized the importance of its role in helping
prepare Filipinos for life's uncertainties.
Award-winning
actor Alden Richards’ personal testimonial and content creator Justine Luzares’
humorous myth-buster take showed many Filipinos that insurance can be
approachable, practical, and relevant to their everyday lives.
Tuloy ang Plano: Making Plan B a Family
Necessity
What
happens when life throws a curveball?
With
over 72 million views, Alden
Richards’ story showed that beyond providing for their loved ones, breadwinners
like him also carry the responsibility of safeguarding their family’s future
and the dreams built around it. Life insurance serves as their Plan B, helping
keep their family’s future and dreams intact even through illness, disability,
or loss.
Life Insurance: The Key to Heaven?
This
lighthearted video of Justine Luzares playing dual roles as heaven’s sassy
concierge and a humble breadwinner arriving at the pearly gates reached 3.2
million views, breaking down traditional misconceptions about life insurance.
Through the power of humor, the video makes viewers rethink the importance of
life insurance and why protecting loved ones can be the best legacy they leave
behind.
Your Child's Dreams Need a Plan B
Every
parent dreams of providing the best future for their children. With over 48
million views, BDO Life’s Kids campaign underscored the role of life insurance in
helping parents protect their children’s future and ensure their dreams can be
realized, regardless of life’s uncertainties.
Plan B makes all the difference
Beyond
recognition, having a Plan B with BDO Life is about protecting what matters
most. It helps keep your family’s goals on track, secures your children’s
dreams, and gives you peace of mind, knowing your loved ones are financially prepared
when life's unexpected moments arise.
Start building your Plan B today. Visit any
BDO branch to talk to a BDO Life Financial Advisor, or get a quote online on
the BDO Life website today.
BDO Life Assurance Company, Inc. is a subsidiary of BDO
Unibank, Inc., the country’s largest bank to date. The Company offers a diverse
pool of life insurance products suitable to the needs of its clients. BDO Life
provides protection, health, education, savings, retirement, and estate
planning solutions aimed to create a secure future for its individual customers
and their families. BDO Life extends comprehensive group term life insurance
for corporate clients. Its financial products are not deposit products. These
products are not insured by the Philippine Deposit Insurance Corporation and
are not guaranteed by BDO Unibank, Inc.
BDO Life is an insurance company authorized to
offer and sell insurance products exclusively within the Philippines.
BDO Life is regulated by the Insurance
Commission.
Main Office: 1071 United Nations
Avenue, Ermita, Manila, 1000
Tel. No. (02) 8523-8461 local 103/127
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