Campaign sparked fresh conversations among Filipinos on need for protection
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.
