UAE launches ‘Together We Move’ initiative for women to keep healthy

 In an effort to make women healthy and fit, the United Arab Emirates has decided to launch a campaign called ‘Together we move’ which will target women of all age groups and aim for them to achieve their desired fitness goals.

The campaign was launched by the Ministry of Health and Prevention, MoHAP and through this initiative, the ministry is essentially promoting physical activity among women of all ages.

The campaign aims to equip women with whatever skills are required to achieve a healthy lifestyle along with knowledge about benefits of such lifestyle especially how an active lifestyle helps protect against different diseases and enhances their mental well being and bring a positive outlook to life.

This campaign will span for two months which is in relation to the already in place campaign by the UAE Government’s Community Design Initiative for the Quality of Life along with the MoHAP’s Strategic Framework for Happiness and Wellbeing initiative, which was launched during the Innovation month in 2019.

For a wider reach, the campaign has included interviews of various social media influencers along with inspirational and awareness raising videos and posters. Banners and advertisements have also been prepared in Sharjah, Global Village and City Walk in Dubai and since malls have a lot of visitors, they have also been targeted to spread the word through ads.

Radio shows and television shows were also focused by the health ministry as they wanted it to reach the masses. Television will be covering the shows which will include interviews, commercial breaks and promotion of campaign objectives. All of this is being done in addition to already planned communication messages that will target every resident of the UAE.

Apart from this suitable media content according to the medium has also been prepared keeping in mind the interests of women in mind where global brands, women’s clubs, beauty centres, food outlets, and others have been targeted.

The Undersecretary of the health ministry's health sector, Dr Hussein Abdel Rahman Al Rand, also talked about the campaign saying it aims to encourage women to engage in some kind of physical activity.

“This comes as part of the health ministry’s ongoing awareness-raising campaigns and initiatives to highlight the importance of regular exercise and healthy lifestyles. It also falls within the ‘Initiative to Raise Awareness About Healthy Lifestyle’ and the National Agenda 2021 to prevent chronic diseases such as obesity, heart disease, diabetes and blood pressure and to improve the outcomes of the national health indicators.”