In conjunction with World Immunization Week, a first-of-its-kind multi-country adult respiratory health awareness campaign launches across Philippines, Malaysia, Indonesia and Singapore
- A new YouGov study of over 200,000 adults across four markets finds that while more than 70% aspire to be healthy, at least one in three admits they do not look after their health as much as they should. In the Philippines, 55% of adults cite doctors and healthcare professionals as their primary health information source, the highest across all four markets, yet many still delay acting on what they know1.
- Pneumonia was the fourth leading cause of death in the Philippines in 2025, accounting for approximately 29,797 deaths, according to the Philippine Statistics Authority2. Filipinos aged 60 and above now number almost 11 million, with the elderly population expected to double by 2035 to 20403.
- In conjunction with World Immunization Week, “For the Reasons that Matter” launches across the Philippines, Malaysia, Indonesia and Singapore as a unified regional campaign to raise awareness of adult respiratory health and support healthier ageing.
The Philippines, Malaysia, Indonesia and Singapore are home to a combined population of more than 300 million people4. All four markets are ageing5-8. All four carry a significant and growing burden of chronic disease. And in all four, a new YouGov study of more than 200,000 adults reveals a consistent and troubling pattern: over 70% aspire to be fit and healthy, yet at least one in three admits they do not look after their health as much as they should1.
In conjunction with World Immunization Week, Pfizer Philippines, together with healthcare professionals, has launched “For the Reasons that Matter”, a public awareness campaign focused on adult respiratory health. Rolling out simultaneously across the Philippines, Malaysia, Indonesia and Singapore, the campaign brings together medical experts and healthcare professionals to raise awareness of how serious respiratory illnesses, including COVID-19, influenza, RSV and pneumococcal pneumonia, can affect quality of life29, independence and the ability to remain present for the people and responsibilities that matter most.
“Across all four of our markets, we are seeing a clear gap between what adults want for their health and the steps they take to protect it. Many adults care deeply about staying well, yet conversations about respiratory health are often delayed until something feels urgent1. ‘For the Reasons that Matter’ was created to make this conversation more relevant, more human and more actionable. It is about helping adults stay well as they get older, with healthcare professionals playing a vital role in guiding those conversations,” said Ms Deborah Seifert, Cluster Lead, Pfizer Malaysia, Singapore, Indonesia and the Philippines.
Across these four countries, serious respiratory illnesses do not wait for a convenient moment to strike1,9. The Philippines illustrates this challenge with urgency. Pneumonia was the country’s fourth leading cause of death in 2025, accounting for approximately 29,797 deaths, according to the Philippine Statistics Authority2. At the same time, the older population is growing rapidly, with nearly 11 million Filipinos aged 60 and above, a figure expected to double by 2035 to 20403. For many, particularly those with underlying conditions, a serious respiratory illness can mean a loss of independence and added strain on the family10.
Turning Awareness into Action
World Immunization Week, observed annually in the last week of April, is a reminder that the science of protection has no age limit11. Serious respiratory illnesses, including influenza, RSV, COVID-19 and pneumococcal pneumonia, are not only childhood concerns12-13. For Filipino adults, particularly those managing underlying health conditions or advancing in age, a serious respiratory illness can interrupt livelihoods, strain families and trigger complications with lasting consequences14-15. Where being present for loved ones is deeply tied to identity, the cost is never only physical. Too often, the familiar instinct of “bahala na” leads people to wait and hope symptoms will pass, but delayed action can carry a far greater price for the whole family.
“There is often a strong sense of resilience. We push through. But here is the reality we see in hospitals: pneumococcal pneumonia14, RSV16 and other respiratory infections are among the top causes of hospitalisation in this country. The best time to have a conversation about respiratory health is when you are feeling well. That is when we can talk about staying strong for your family. Do not wait until you are struggling to breathe to start that conversation,” said Dr Karl Henson, Infectious Disease Specialist.
The Role of Healthcare Professionals
The Philippines stands out in the regional data for one important reason: at 55%, Filipinos are the most likely across all four MISP markets to turn to doctors and healthcare professionals as their primary source of health information. At the same time, 52% research health information independently before consulting a doctor, while 54% say they only act on their physician’s recommendation. Together, these findings highlight the important role of healthcare professionals in grounding information in real-life context and helping adults turn awareness into action1.
“That trust is our greatest asset, and we must not waste it. To make respiratory health feel personal, we need to connect it to what people care about most. For a lola, it is about being there for her apo. For a working professional, it is about not missing important moments. For a breadwinner, it is about staying strong enough to provide for the family. When respiratory health awareness is tied to purpose, it stops being abstract and becomes urgent,” said Dr Karl Henson, Infectious Disease Specialist.
Serious respiratory illness such as influenza, RSV, COVID-19 and pneumococcal pneumonia also carries a real economic cost in the Philippines, from hospitalisation and time away from work to the burden on family caregivers17-20. For many families, health decisions are weighed against school fees and everyday needs, which is why the cost of inaction is often simply delayed until the worst possible moment21.
“Many adults are weighing real trade-offs with limited resources. But for those living with comorbidities, particularly cardiovascular disease and diabetes, the cost of a serious respiratory illness can be far greater than many realise22-23. Beyond hospitalisation, it can mean lost income, added caregiving burden and disruption to the whole family. That is why conversations about respiratory health matter, especially for those already at higher risk,” said Dr. Anthony Leachon, Former President, Philippine College of Physicians.
At the heart of the campaign is a simple but powerful truth: adults protect their health not for health’s sake alone, but for the people and the life they cannot afford to lose. In the Philippines, this truth is inseparable from family. The deepest fear is not illness itself. It is becoming a burden on the people you love. It is being the reason your children must interrupt their lives. It is the disruption that ripples through a family when the person who holds everything together can no longer do so.
“For the Reasons that Matter” reframes this instinct with a message that is both clinically grounded and deeply Filipino: staying well is not only for yourself. It is the most loving thing you can do for the people who would drop everything to care for you. Respiratory illness does not check your calendar24. It does not care that your grandchildren are visiting next week, or that your family has been saving for a reunion. The time to act is now, while you are well, for the reasons that are already clear to everyone who knows you.
Adults, especially older adults and those with conditions such as diabetes, hypertension or chronic lung disease, should speak to a healthcare professional about maintaining their health and reducing their risk of serious respiratory illnesses such as COVID-19, influenza, RSV and pneumococcal pneumonia 24-27.
