Pru Life UK Commits to Support Every Filipino’s Dream for Loved Ones with Promises, Made Real Campaign

Every promise is rooted in love. 

Whether it is giving our children every opportunity to achieve their dreams, providing our parents with a healthier, more financially secure future, or giving our partners a life filled with happiness and security, behind every promise we make is the desire to give them a comfortable and better future. 

The journey, however, towards achieving these promises will not always be easy. But with consistent action and right kind of support, we can keep our promises going. 

This idea underpins Pru Life UK’s parent company, Prudential plc’s new regional marketing campaign, Promises, made real, rolled out in eight markets across Asia, including the Philippines. 

As the world continues to evolve, so do our hopes and aspirations for the people who matter to us. Through this initiative, Pru Life UK underscores its commitment to bringing every Filipino’s promise to life, helping them fulfill their dreams and build the future they envision for the people they love. 

“Promises, made real captures Pru Life UK’s commitment to supporting millions of Filipinos in fulfilling their promises to their loved ones. Backed by solutions that address evolving needs, this campaign solidifies our dedication to creating lasting value that help every Filipino achieve their goals through every stage of life,” said Kathryn Cajucom, Vice President and Head of Brand and Integrated Marketing Communications of Pru Life UK.  

With a 30-year legacy in the Philippines, Pru Life UK has demonstrated its role as a trusted partner of Filipinos in navigating life’s unexpected turns and in building a brighter future. 

Through its innovative and reliable insurance solutions, Pru Life UK has been providing the necessary support that allows Filipinos to take meaningful steps to turn their promises into reality. 

A testament to this commitment, Pru Life UK fulfilled Php 2.86 billion in total claims and benefits across 13,599 approved claims in 2025.1 These figures underscore not only the scale of financial protection it extended to Filipinos, but also the many promises made real and lives made more secure. 

“With the launch of Promises, made real, Pru Life UK strengthens our commitment to empowering Filipinos to move ahead with confidence and peace of mind. It also amplifies our message that they can always Count on PRU as they navigate major life decisions,” said Cajucom. 

Complementing the launch of the Promises, made real, Pru Life UK also rolled out a short film that explores the different promises people make to their loved ones and the journey to achieving them. 

For more information on Promises, made real, visit Pru Life UK’s official website and social media channels. 

Ate Shawie’s Grocery List Comes with Advice on Life’s Essentials

Imagine walking into a supermarket and seeing Megastar Sharon Cuneta working as a clerk, helping shoppers fill their carts. One moment, she's at the checkout counter recommending must-have essentials; the next, she's strolling through the aisles, sharing practical tips and chatting with shoppers like everyone's trusted Ate.

This is the premise of InLife's latest campaign featuring InLife's Dreamweaver Sharon Cuneta, which encourages Filipinos to rethink what truly belongs on their essentials list. Through familiar grocery staples and relatable life moments, the campaign delivers a timely reminder that insurance is no longer just a luxury but an essential part of protecting the people and future we value most.

Everyday Choices, Meaningful Insights

In the video, Ate Shawie meets a young woman picking out groceries for her family, from fruits for her mom and coffee for her dad to cookies for bunso and a few self-care treats, a familiar glimpse of the Filipino Sandwich Generation quietly holding everything together. With a knowing smile, she suggests a loaf of bread as a simple pan-sigurado that reflects being a smart breadwinner, then adds milk to “fortify” her health, a gentle reminder that caring for her health is just as essential as caring for those who depend on her.

Elsewhere, a couple rushing to complete their list gets timely suggestions from Ate Shawie, who points them to a coffee blend and canned goods, staples that reflect the madiskarte and sulit mindset of Filipino “all-around” parents, while hinting at the importance of protecting the income that sustains the family, especially for families relying on an OFW breadwinner supporting loved ones from afar.

Meanwhile, a well-heeled retiree lingers by the vitamins aisle, accomplished yet contemplative after decades of success, and is gently reminded that it’s never too late to secure his future, because true retirement freedom comes from protecting and sustaining what he has earned.

Beyond The Grocery Cart

What begins as a lighthearted grocery run reveals a deeper message, as Ate Shawie’s suggestions mirror the quiet questions Filipinos ask when filling their carts: will this sustain my family, bring lasting value, and prepare us for the future? These same questions apply to life and health insurance, yet many still prioritize immediate needs over long term protection. Bridging this gap, the campaign cleverly connects everyday staples to InLife’s solutions:

Bread (Pansigurado) represents InLife Abundance, with regular cash payouts every two years for education, healthcare, or emergencies.

Milk (Health N’ Sure Fortified) symbolizes Resilience, a 2-in-1 health and savings plan covering over 100 critical and minor illnesses up to age 99.

Coffee (3-in-1 Custom Wealth Blend) reflects Wealth Assure Plus, a customizable life insurance product with investment components and flexible add-ons.

Tuna (InLife 115) stands for iProtect, a term insurance plan providing reliable, renewable protection with added benefits like double cash payouts.

Vitamins (Retir-E Silver) represent Retire Assure 2, offering retirement protection for Filipinos up to age 73, with guaranteed monthly payouts until age 100.

Through these simple, relatable parallels, financial protection becomes easier to understand, leading to one clear message from Ate Shawie: “insurance isn’t a luxury, it is essential.”

A Timely Reminder for Filipino Families

Many Filipinos still see insurance as optional, often viewed as too complex, too costly, or only for the wealthy, reflecting the country’s low insurance penetration. It is still treated as a luxury rather than a basic need, even as recent events such as the pandemic and economic uncertainties have shown the real cost of being unprepared. Like the essentials we place in our grocery carts, life and health protection, along with financial security, deserve a place in every family’s everyday budget.

Reinforcing this message, Gae L. Martinez, Chief Marketing Officer of InLife, said, “We buy essential items not because they are trendy. We buy them because they protect our family’s well-being. They safeguard our health. They give us peace of mind, knowing we are able to provide for our family’s needs. It’s the same with financial protection. They help us secure everything else inside our grocery cart.”

Making InLife Part of Every Checklist

With over 115 years of service, InLife continues to help Filipinos secure their future with solutions designed for every stage of life, providing security in uncertainty and protection for the family when it matters most. As the country’s first and largest life insurer that is proudly 100 percent Filipino, for Filipinos, it has grown alongside generations, understanding their needs and standing by them with trusted solutions for protection, savings, investments, and retirement, making it an essential part of every Filipino family’s checklist.

Learn more about how InLife can help secure your family’s future at www.inlife.com.ph/mag-sharon-para-sa-kinabukasan

SUN LIFE GREPA AND ASA PHILIPPINES PARTNER TO EMPOWER UNDERSERVED WOMEN THROUGH FINANCIAL PROTECTION

Sun Life Grepa Financial, Inc. (Sun Life Grepa), one of the countrys major life insurance companies, and ASA Philippines Foundation, Inc. (ASA Philippines), a​ leading non-profit ​microfinance organization dedicated to uplifting underserved women and their families, have formally sealed their partnership through a ceremonial signing held at ASA Philippines Central Office last September 10, 2025.

 

The partnership aims to provide ASA Philippines’ ​more than 2 million women members, many of whom are mothers, with access to affordable life and family insurance solutions. Through the new Microinsurance Program​ that will be launched soon, Sun Life Grepa and ASA Philippines hope to empower women to not only secure their own futures but also ensure financial protection for their loved ones.

Shown in photo during the signing ceremony were Sun Life Grepa President Richard Lim and Head of Affinity Marketing Jose Enrique Songco Jr. (2nd from right and extreme right), along with ASA Philippines President and CEO R​apa Lopa and C​hief Operating Officer  and Chief Transformation Officer  Imelda Centeno (1st and 2nd from left), who expressed their shared commitment to improving the lives of Filipino families through financial literacy and protection.

 

 “With this collaboration, we are making life insurance more accessible to underserved women and their families. We believe that by protecting the mothers, we are also protecting entire households and communities,” Richard S. Lim, President of Sun Life Grepa.

ASA Philippines representatives likewise underscored the importance of financial empowerment in their mission. This partnership with Sun Life Grepa enables us to give our ​Nanays the tools and confidence to build more secure futures for their families,” said Rapa C. Lopa, President and CEO of ASA Philippines.

 

The partnership is part of Sun Life Grepa’s ongoing mission to provide Filipinos with innovative and inclusive insurance solutions, while supporting organizations that champion community development and financial wellness.