Insular Life (InLife), the country’s first and largest life insurer, is challenging the long-held Filipino mindset of “bahala na” with its new campaign, “Bahala Not.”
Anchored on InLife’s Love in Life brand philosophy, the campaign promotes empowerment, self-love, and financial security. It encourages Gen Z to stay carefree and adventurous — but secure where it counts.
“InLife knows this too well, and through our Bahala Not campaign, we want to empower the youth to take control of their future: to say yes to adventure, no to unnecessary worry, and always to self-love through financial wellness,” said Gae L. Martinez, InLife chief marketing officer. “Gen Zs aren’t reckless. They’re redefining responsibility on their own terms.”
At the heart of the campaign is InLife Gen Free, a community of young Filipinos who embrace life’s thrills while making smart moves to protect what matters. Members are described as “Free to Be, Free from Worries, and Free Together.”
The campaign video features Miel Pangilinan — singer, fashionista, and advocate for SOGIE awareness — alongside AJ (a gamer), Vee (a yogini), Shaun (a stage actor), and Charli (a student-entrepreneur). The film portrays a generation that is “secured, unbothered, and unstoppable,” knowing that InLife supports their future.
“It’s so important to be your truest self and do everything it takes to express that,” Miel said. “We can be free because InLife has our back.”
To support Gen Z’s financial journey, InLife is offering products such as Wealth Assure Plus (a customizable life and investment plan), iProtect (affordable term insurance), and Prime Care (a life and critical illness plan).
The “Bahala Not” movement will extend to universities and social media, featuring educational videos and campus events promoting financial literacy.
InLife hopes to inspire today’s youth to replace “Bahala Na” with “Bahala Not” — a mindset that celebrates freedom, confidence, and financial security.
