First and Largest life insurer InLife is flipping a long-held Filipino mindset with its latest campaign: “Bahala Not.”
Anchored on InLife’s Love in Life brand philosophy promoting empowerment and a sense of belonging, Bahala Not redefines what it means to love oneself and be carefree. It celebrates the collective spirit of Gen Z: curious, brave, and ready to explore — while empowering them to say that true freedom comes from being financially secured.
Bahala Not: Taking risks where it’s fun while staying secured where it counts.
“Bahala Na” is a phrase that has always meant accepting what is, and letting go of things one thinks, can’t be controlled. It’s an expression of the Filipinos’ willingness to leave things to chance. In life, however, it is unwise to leave things to fate, and today’s youth knows this the most. Comprised of the Gen Zs in their teens to late 20s, they are smart, adaptable, collaborative, and value authenticity. They know what they want and will do what they could in order to pursue and fulfill them, including, most especially, having more open discussions about their physical, mental, and financial health. This is why for today’s youth, Bahala na is not the way to go.
“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. Gen Zs aren’t reckless. They’re redefining responsibility on their own terms. Bahala Not shows that they can freely pursue the things that bring them joy and fulfillment without fear of the future, because InLife supports them,” said InLife Chief Marketing Officer Gae L. Martinez.
The campaign introduces InLife Gen Free, a community of young, risk-taking Filipinos who chase life’s thrills while making smart moves to protect what matters. Being part of InLife Gen Free means being Free to Be, Free from Worries, and Free Together with like-minded peers who value both fun and security.
Bahala Not: Secured, Unbothered, Unstoppable knowing InLife has your back
At the heart of the launch is the Bahala Not Video. The film captures the pulse of a generation that is secure: unbothered, unstoppable and free to live boldly because they have wisely chosen to secure their future with InLife.
The InLife Gen Free community is led by Dreamweaver, Singer and Fashionista Miel Pangilinan whose advocacy for SOGIE (Sexual Orientation, Gender Identity and Expression) is reflected in her choice to live a carefree life. “It’s so important to be your truest self and do everything it takes to express that. When I came out, I finally felt what it was like to really be myself. I felt more comfortable to dress, act or talk the way I wanted and I wasn’t scared anymore of people judging me for it because at the end of the day, I am my own person. And now with Gen Free, I feel humbled, but most thankful because this is a great way to deliver our message to the Gen Z: We can be free because InLife has our back,” Miel shared.
With Miel in the video are AJ, a gamer; Vee, a yogini; Shaun, a stage actor; and Charli, a side hustler juggling life as a student, budding entrepreneur and furparent. These five invite a sixth member to a weekend getaway who is unsure of joining and says Bahala Na. The five are visibly surprised because to them, Bahala Na is foreign, especially “Not in this economy!” They further ask, “Do we look like we don’t have a plan?”
“Naurrr!” They answer. And they make a case for smart financial planning as they say, “In life, there is no respawn button.” “Self-care and health care are vital.” “Anything can happen but the show must go on.” “We should not hustle without a plan.” “In life, you can style your future your way.”
The InLife Gen Free community can look forward to a life of security with InLife’s suite of insurance products such as Wealth Assure Plus, iProtect, and Prime Care, among others.
Wealth Assure Plus is InLife’s customizable life insurance plan with investment component that gives one the freedom to choose their fund type and add or detach boosters throughout the duration of the plan depending on their needs. iProtect is a renewable term plan that gives life insurance protection at an affordable cost. Prime Care is a renewable term life and health care insurance plan that protects against critical illness.
Through the InLife Gen Free community, InLife believes it will be easier for the youth to swap Bahala Na into Bahala Not knowing they are in the company of brave young people who know that self-love is best manifested when one does not need to worry about their finances, whatever happens.
InLife’s Bahala Not campaign will be amplified through various platforms such as educational videos teaching financial literacy and campus events in different universities. Know more about Bahala Not and the GenFree community here: www.inlife.com.ph/gen-free.
