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

GREY MENA Dubai, Emiratos Árabes Unidos

Premios

3364

Marca: MINISTRY OF HEALTH AND PREVENTION (MOHAP), UAE
País: Emiratos Árabes Unidos

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

Título	1K Marathon
Agencia	GREY MENA
Campaña	1K Marathon
Anunciante	MINISTRY OF HEALTH AND PREVENTION (MOHAP), UAE
Marca	MINISTRY OF HEALTH AND PREVENTION (MOHAP), UAE
Fecha de primera difusión/publicación	2019
Sector Empresarial	Instituciones/Organizaciones no gubernamentales
Filosofía	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.
Medio	Web Film
Duración	103 seconds
Responsable de la creación	Ali Shabaz
Director ejecutivo de creación	Vidya Manmohan
Responsable de conceptos / redactor	Farhan Siddiqui
Director creativo adjunto	Nour Deeb
Director artístico	Rolando Ruiz
Director creativo adjunto	Omaima Saad
Client Servicing Director	Dzila Dik
Responsable de cuentas de agencia	Hala Mounayar
Ejecutivo de cuentas	Mohanad Refaat
Strategic Planning Director	Shagorika Heryani
Planificador estratégico	Nadim Basna
Social Media Manager	Qusai Aldawi