Manulife turns movement into an everyday life choice
Healthcare costs keep rising, but young Filipinos keep delaying investment in their health. Insurance and illness still feel like concerns reserved “for later”, when immediate life demands feel more urgent. Yet 91% of young Filipinos say a meaningful life matters more than a long one: they don’t reject wellness—they reject wellness that feels difficult, intimidating, or disconnected from their everyday lives.
Manulife took a category associated with life’s uncertainties into Spotify—a space that already moves with people’s everyday lives—and used playlists to turn movement into an everyday lifestyle. Rather than asking people to build new habits, Manulife MOVE attached movement to the ones they already had: scrolling and listening to music.
It’s not about adding years to life, but adding life to your years.
Turning Everyday Moments into Movement
MOVE Playlists
Four science-backed, activity-based playlists: Sweat Mode, Locked-In, Quiet Hours, and Rise & Grind—all built on listening behavior and movement science, each matched to a different moment in the day.
* RISE & GRIND | Upbeat songs played during the Early Morning and Morning Commute periods.
* SWEAT MODE | Energetic, high-intensity songs during health and fitness-oriented activities.
* LOCKED IN | Up until 4PM in the Workday favors calm focus and Instrumental genres to regulate energy and sustain attention.
* QUIET HOURS | Evening and Late-Night listening sessions lean on relaxed and mellow mood music.
MOVE Social Content
Interactive social formats (carousels, reels, and more) encourage followers to stop scrolling and start moving.
* Educates about movement science that wants to change Filipino young adults’ lives for the better.
* Gets audiences moving to make movement tangible and real
* Shows authentic real-life payoff, proof proof that movement works when combined with science-backed info and the right support.
MOVEment Partners
Creators documented their own movement journeys through POV-style storytelling, showing how consistent movement can positively affect physical, financial, and mental wellness.