Until recently, it was accepted that four modifiable behaviours – physical inactivity, poor nutrition, smoking and excess alcohol – led to four major non-communicable diseases (NCDs) – cancer, diabetes, respiratory and heart diseases. Each year these NCDs are responsible for 90 per cent of deaths in Australia.
At AIA Australia, we referred to this health insight as 4490 – that is, four modifiable behavioural risk factors leading to four NCDs that caused 90 per cent of Australian deaths. 4490 provided the foundation for AIA Australia’s purpose-driven focus on life, health and wellbeing. Using these insights, AIA Australia developed an ecosystem of products, services and partnerships designed to shift the healthcare focus away from treatment towards health promotion and prevention of NCDs, by addressing the modifiable behaviours that have the greatest impact.