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.”
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