FWD HK redefines health protection with new campaign

FWD Hong Kong has launched a new health campaign that brings together brand leadership, customer insights and product innovation under a single ambition: to redefine what modern health protection should look like. 

Centred around the proposition of "FWD The next standard" (保險新規格), the campaign reflects FWD's commitment to challenging traditional insurance thinking and raising the bar for health protection. As one of the insurers in Hong Kong, FWD continues to develop solutions that address evolving healthcare needs and close protection gaps that consumers may face throughout their lives. 

At the heart of the campaign is a series of creative executions inspired by real customer experiences. By highlighting common concerns around health, medical expenses and protection needs, FWD demonstrates how meaningful solutions can help consumers navigate their healthcare journey with greater confidence. The initiative also reinforces the role of FWD Care services in supporting customers beyond insurance coverage alone. 

Each execution showcases how FWD combines innovative health solutions and care services to help address these challenges, reinforcing the company's commitment to supporting customers before, during and after their healthcare journey. 

The campaign also features FWD's latest health innovations, including the launch of eBeyond Medical Insurance Solution, designed for members of eligible group medical insurance schemes and their families. While group medical coverage provides an important foundation, protection needs often change with career moves, family commitments and retirement planning. 

eBeyond is designed to complement existing group medical coverage, helping customers address potential protection gaps and maintain coverage through different life stages without health underwriting. 

By combining customer understanding, care support and product innovation, FWD is continuing its mission to cover the uncovered and deliver more relevant, accessible and comprehensive health protection solutions. Through "FWD The next standard" (保險新規格), the company is setting a new standard for health protection and empowering customers to face the future with confidence. 

The campaign strategy is backed by an FWD survey conducted between June and July 2026 that polled 1,100 working individuals in Hong Kong aged 25 to 65. The research revealed a heavy local reliance on employer-provided health benefits alongside growing anxiety over long-term healthcare costs.

While 64% of respondents prioritise using company group medical insurance for claims, 51% admit they lack the financial confidence to bear high deductible costs if they lose their job-tied coverage.

Furthermore, over 70% of workers worry about facing high out-of-pocket medical expenses after retirement, escalating premiums as they age, and rising healthcare costs driven by medical inflation. Another 68% expressed concern that applying for health insurance at an older age would involve complex underwriting procedures or lead to rejection.

MARKETING-INTERACTIVE has reached out to FWD for more information.

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