With a focus on the southern region, MB Ageas Life Insurance’s #toisogi social campaign, developed in collaboration with SAHI, seeks to demonstrate interest in males over 35. SAHI has created a campaign to urge males to express their anxieties, pressures, and prejudices in Asian society, as opposed to supporting, encouraging, and applauding like many other life insurance campaigns do. To draw the public’s attention to the brand, the campaign focuses on news releases with high-quality content and large events that are social media-related. After more than two months of execution, the campaign has had the anticipated social consequences.