MINISTRY OF HEALTH AND PREVENTION (MOHAP), UAE - "1K Marathon"

GREY MENA Dubai, Emirats Arabes Unis

Awards

3363

Marque: MINISTRY OF HEALTH AND PREVENTION (MOHAP), UAE
Pays: Emirats Arabes Unis

Annonceur: MINISTRY OF HEALTH AND PREVENTION (MOHAP), UAE

Titre	1K Marathon
Agence	GREY MENA
Campagne	1K Marathon
Annonceur	MINISTRY OF HEALTH AND PREVENTION (MOHAP), UAE
Marque	MINISTRY OF HEALTH AND PREVENTION (MOHAP), UAE
Date de première diffusion/publication	2019
Secteur d'activité	Institutions / Interêt Public / Associations à but non lucratif
Philosophie	Background Situation UAE is one of the laziest countries in the world. resulting in dangerously high rates of heart attack amongst its adult population. Brief To encourage UAE residents to adopt a fitter lifestyle. Objectives 1. Generate awareness about fitness among the people. 2. Educating people on how to adopt a fitter lifestyle. 3. Making small physical activities a part of people's everyday life. Describe The Creative Idea (30% Of Vote) As part of the Dream Small campaign, the 1K Marathon served to show the UAE residents that fitness doesn't mean spending hours in the gym or running for miles. It is about doing small tasks every day, so that physical activity becomes a habit and fitness becomes a part of everyday lifestyle. Describe The Strategy (20% Of Vote) Data Gathering 1. Secondary reports on the rising obesity rates in the UAE. 2. Published qualitative research from psychologists on what creates and breaks motivation and habit specifically for physical fitness. Target audience: UAE residents, considered amongst the most lazy globally. Approach: Most people set impossibly high targets for their physical fitness but get demotivated because they can’t consistently do the work needed to meet those high goals. Secondly, because fitness goals take time to materialise, people give up because they don’t see the results immediately. Call to action: Encouraging people to take small steps towards achieving fitness, with the 1K Marathon serving as a physical demonstration of that belief. Describe The Execution (20% Of Vote) Implementation The 1K Marathon was held at one of Dubai's biggest parks - Zabeel Park. Timeline 8 February, 2019. List The Results (30% Of Vote) Site Traffic 86% new visitors visited makom.ae to register for the 1K Marathon. Response 2,940,114 people viewed the 1K Marathon film. Change in behavior 1,261 people ran a marathon for the first time.
Type de média	Film Web
Longueur	103 seconds
Responsable de la création	Ali Shabaz
Directeur de la création	Vidya Manmohan
Concepteur / rédacteur	Farhan Siddiqui
Directeur de création associé	Nour Deeb
Directeur artistique	Rolando Ruiz
Directeur de création associé	Omaima Saad
Client Servicing Director	Dzila Dik
Responsable de budget agence	Hala Mounayar
Chef de groupe	Mohanad Refaat
Directeur du planning stratégique	Shagorika Heryani
Planneur stratégique	Nadim Basna
Social Media Manager	Qusai Aldawi