Get off the couch: Manulife teams up for no-nonsense fitness push in Makati

A group of diverse participants running in an outdoor event, wearing athletic clothing, on a crosswalk in a city setting, with trees and buildings in the background.

Most people do not struggle with knowing they should be healthier. They struggle with finding time to do it in a packed day. That gap is what Manulife Philippines is targeting with its Time to MOVE campaign, which is rolling out community activities like Run and Recover with Just Show Up in Makati City to encourage small, practical steps toward better health.

Manulife Philippines, the local arm of global financial services provider Manulife, is positioning the campaign as a push for sustainable health habits rather than short-term fitness trends. The focus is on making movement feel accessible, social, and repeatable, instead of pressure on busy schedules.

It also ties into Manulife’s broader push through the Manulife Longevity Institute, a global platform aimed at helping people live longer, healthier, and more financially secure lives. The Time to MOVE campaign builds on ManulifeMOVE, a holistic health program launched in 2025 that combines products, platforms, and partnerships to support wellbeing at different life stages.

The initiative is also grounded in findings from Manulife’s Asia Care Survey and its #FYP: Future-proofing Young Pinoys study. Both point to a clear pattern among Filipinos: strong awareness of health and longevity goals, but a consistent gap between intention and daily habits, often driven by stress and busy routines.

Manulife Philippines Chief Marketing Officer Sonali Verma said internal research shows Filipinos want healthier and more meaningful lives, but struggle to convert intentions into action. The campaign is designed to lower the barrier, framing movement as something that can start with a simple decision to show up and begin.

The Run and Recover series will continue in the coming months with a recovery-focused event in May featuring contrast therapy alongside a community run, followed by a reset experience in June that combines breathwork, sound healing, and nutrition. Both are designed with Just Show Up to reinforce gradual habit-building.

Manulife Philippines says the goal is not just fitness events, but long-term behavior change that makes healthier living part of everyday routines. The campaign reflects a broader bet that consistency, not intensity, is what actually drives better wellbeing over time.