resolve to achieve
TRANSCRIPT
WORDe r
of
Big & buried
behind the
bloated
you
World Health
Organization (WHO): 67%M & 72%F of Emiratis
are
overweight
Around 40% per cent of
UAE women are obese;
making the seventh highest
proportion in the world.
Among men, 25.6% per cent were
classified as obese, the
ninth highest figure.
Official UAE MOH figures are more conservative but still alarming.
44.6%F will be obese by the year 2015.
71% Emirati adults are obese
35% population classified obese
32% overweight. In 2009
the expatriate community following on the same track.
Expatriates from subcontinent are far more likely to suffer from obesity after spending a period of time in the UAE
Making UAE 2nd highest national prevalence in the world behind Nauru, South Pacific
680,000 will suffer from Diabetes 2030.
Treatment costs b/w 13% to 40% of national health budget
Expatriates stats:
India 2% obesity rises
to 7% Philippines 6%
to 8%Pakistan 16%
to 43%Diabetes
affects +/-20% population
Expatriates stats:
India 2% obesity rises
to 7% Philippines 6%
to 8%Pakistan 16%
to 43%Diabetes
affects +/-20% population
“Your
arms
getting shorter, pockets going
deeper
GCC 2011 spent $28.9bon on healthcare.
‘FAT tax,’ in a
bid to deter children drinking fizzy drinks. Up to six Euro cents have been added to regular soda drinks, while 0 calorie drinks will be exempt from the tax.
Denmark has introduced a new
higher level of tax on foods containing high levels of saturated fat.
France
intro
du
ced
Why people get fat in the first place?
Reasons vary widely across the globe but in
the Gulf,
economic & cultural issues have been blamed. Desert life used to be so hard that Arab tribesmen were inevitably lean. But the socio-economic transition of the past four decades, fuelled by oil, has afforded most the luxury of a sedentary lifestyle lived in comfortable houses, cars, offices and shops. This combined with the
climate means only 4% population walks on a weekly basis.
Diets have changed too. Most
family events centre around food but, thanks to advertising and convenience, traditional home-cooked meat and rice meals are now often substituted for deep-pan pizzas and fast food order-ins.
Aesthetically, plumpness is seen as desirable. Chubby children are valued. This cultural propensity towards fuller body shapes gives people a skewed view of themselves and prevents the health message getting through.Spending
increases with
weight
is boomi
ng becaus
e of a shift in
the profile of the health
care market
from tacklin
g comm
unicable
diseases to
battling
conditions
arising from
obesity.
2014 it’ll be
$44b&
by 2025 it will rise to $60b obesity
Key In
sigh
t
• The same WHO survey that found that almost three quarters of people in the UAE were overweight also found that 75 per cent of those surveyed believed they were not. Worryingly, 99 per cent of those surveyed also did not believe heart disease was a significant threat. All these factors contribute; however, new studies which look at the inner workings of the brain are beginning to suggest that obesity is more deep rooted. Some people, it transpires, are hard-wired to become fat.
“If you are not able to discipline your habits, which is a core neurobiological function, then you will become obese,” Dr Curran explains. “Studies show that
obesity
is not about laziness or greed; it is about the neurological processes of want, need & reward. Obese people don’t feel gratified or slow down when they are eating so there is something wrong with this delicate interplay. “As a neurobiologist it is my belief that a vast majority of obese people, at a very early stage in childhood have had their brain reset.
• “Recently it has been discovered that early infantile and childhood experiences fundamentally and
irreversibly alter brain function. Early life experiences are incredibly powerful in determining future behavior and habits. There is a reasonable argument that at some point in obese children and adults, an event has occurred which has reset their satiety reward mechanism in such a way that they no longer experience satiety and reward in the same way as a non-obese person.“This resetting could occur because someone is given too much food as a child.”
• Exercise is good but diet is the key factor
• While scientists decipher the neurological functions that lead to obesity, the ground troops in the war against want-more continue to fight the tide. Jon Dean works in Saudi Arabia and runs Spoon Fed Fitness, a weight-loss program. He believes more research needs to be done to highlight the scale of the problem.
•He says, “For me the main problem is diet; there are plenty of studies which show you can change the diet and do hardly any exercise and still see significant weight loss. A lot of times when you add exercise into the equation what you get is a lot of hungry people. Exercise is a tool to help but the main problem here is food.”
Addicted
to sugar-laden carbonated drinks. Get off THAT couch
NOW!“Socially, people tend
to drink lots of
Sodas which have around
10 spoonfuls of sugar in each can”
“Half of that sugar is in the form of fructose, which damages the liver.
Drinking excessive amounts regularly has the same effect on children as
if they were drinking alcohol.
Arthritis, sleep disorders, bullying and psychological problems associated with obesity in children.
massive metabolic problems with children. Trouble walking, by 12 their knees are like a 70-year-old.
Policy on advertising might help, as it did with cigarettes.
“In women obesity means increasing birth weights leading to complications”
UAE health authorities are going to great lengths to ensure that the people are aware of the perils of being overweight.
MOH launches ‘No to Obesity’ program a couple of years ago Focusing on food consumption & regularizing workout.
Campaigns fight to be heard above junk food advertising
Reconnaissance“the fitness fad”
Dubai Cares Walk for Edu.,
Lulu clipped the walkathon,
Aster Big on Care walk a cause, Walk for Autism, Terry
Fox,
Fatima bint Mubarak Ladies Sports Academy's marks, Pink Fitness Week!! http://www.uaeinteract.com/docs/Pink_Fitness_Week_promotes_healthy_lifestyle_to_women/57546.htm
Landmark® beat Diabetes grabs the“walkathon” & builds up
pumping funds, celebrityEndorsements, videos
and consistent coursinghttp://www.youtube.com/watch?v=hmsGFBnW_Ag
Du for Dubai cares “every step you take” campaign slips into the “walkathon platform” & takes it to a next levels of “flash-mobs” at major joints in Dubai http://www.emirates247.com/news/emirates/video-just-du-it-flash-mob-storms-fitness-championship-at-dubai-ice-rink-2013-09-18-1.521430
There is obviously Fitness First, Fitness 360, Fitness factory, Fit Lab, Tribe Fit, U Concept, Core Direction, Engine Health & Fitness, Curves, Symmetry and loads closer to home.
Marketing methods for promoting fitness offered at most marketing consultancies,
websites and bloggers [www.fitnesslink.ae],
banks offering packages through credit-card promotions, fitness products on www.olx.com and other online websites, personal care category engages on
looking good & now staying fit
Dubai Multi Commodities
Centre Authority
('DMCC’) signs up with media Co. to bring in
basket ball int’l celebrities to the UAE for a fitness drive,
and then there is Fitness Initiative “Fintess
Champion” byHH Sheikh
Majid bin Mohammed bin
Rashid Al Maktoum
http://dxbfitness.com
There are states [Abu Dhabi
Alive http://www.abudhabialive.ae/],
health cities and sport
cities, communities,
dieticians, medics, fashion, apparel,
corporate giants,
Seasonal fitness drives
[Ramadan] hospitals [Burjeel
Hospital, Fitness
Centre]
One thing you’ve always
wanted What will you give, in order to get what
you’ve always
wanted?
What actually works?
“We”Engaging, Excited Connected Trail Enter.
Creating a unique brand engagement platform
“Us”AnxiousDeterminedEngaged Dedicated Touch the screen!
“You”
Desirous Desperate Cloaked
Bogged or bugged
Is there anybody out there?
Stakeholders, brand
investors, partners
(Revenue streamers, blue
chips: usually draw in on “rating” or PR
in some cases)
Competitio
n*(Not just your typical news
genre, but anything that moves and breathes
healthcare)an exclusive brand strategy tool by Brand at Zulekha Hospitals – all rights reserved
you ®
Resolution Zulekha Hospitals Brand Strategy presents an exclusive consumer
engagement platform.
2014
You just wait, I am going to be the biggest Chinese star in the world
– Bruce Lee
a feeling of smug or uncritical satisfaction with oneself or one's achievements."the figures are better, but there are no grounds for complacency"synonyms: smugness, self-satisfaction, self-approval, self-approbation, self-admiration, self-congratulation, self-regard;
acute
complacency syndrome
What are we up against?
i’m sure, you’re lovin’ it®
!”
In this rut, you realize that
you're
hardly left with
a mere
8500 / 9k
days (on an average)
and all you’ve
been
doing with
your life is
pushing it to the
next
day!
PANICKED rushing a blind mans
hunt and by
12775 days you realize that you
got to dip a bit & take a look around (&
i.e. only if you are actually lucky
enough to see it).
BewareLove inspires
BewareLove inspires
So you actually get going when you're already
done with 10220 days of your life.
You actually, waste most of your life pursuing goals that aren't actually where you wanted be; or rather that wasn’t the goal! In fact that is from where the journey actually kicks off
out of which you end up losing at
least 3650 learning,
how to tie up your PJ(s) correctly.
21,900days
only
21,900days
only
Every passing day is actually a day short of the grand total you were given! “Resolve”; the day is
today, the time is
now.
This isn't coming back again.
didever realize!
you10
½ d
one
Do you know them?
Lets move initiative – Michelle Obama [First Lady, US]
Sayonara to unhealthy food – Jamie Oliver [Chef]
Dr. Mehmet Oz – [self titled program] [Physician, Author, Anchor]
Deepak Chopra – Combination of technique [Health Expert]
Dr. Andrew Weil – [self titled program] [Integrative Medi Expert]
Dr. Joseph Mercola – Mercola.com [Osteopathic Physician]
Jillian Michaels - Fitness show hosts and video trainings [Trainer & TV Personality]
antagonize me!
A love to die for
Promises & dreams
Bullied?Rejected!
MockedCompromised
EmbarrassedEstrangedOstracized
Addicted
Depressed
Fear
Doubt
Disbelief
Ignored
“We all have been there!”Video ref. hyperlink
Thriving on your enemies; [Choose your enemy]
defying logiccling on to the magic for deliverance
Zulekha Hospitals - Brand Strategy: all rights reserved
DETERRED
resilient
Champions aren't made in gyms. Champions are made from something they have deep inside them: A desire, a dream, a vision. They have to have last-minute stamina, they have to be a little faster, they have to have the skill and the will. But the will must be stronger than the skill.
Your fight is won much before you enter the arena, on the road, behind the walls, in your heart
INVESTThe blinder techniqueDISENGAGEDeclare “quarantine” Resolve to revolt Fight your staminaDrive a silent chant ; No
painDISAPPOINTEDHave no fear of
perfection, you’ll never reach it anyways!
You will fail & miss Brave mistakes
Let it all slip, however
don't quit!
4 steps
to
Brand is a businessperson’s best friendBrand engagement isn’t on a campaign; it is in creating an exclusive powerful property
Brand engagement isn’t on a campaign; it is in creating an exclusive powerful property
TM
Yesterday, is irrevocableTomorrow, is inevitable
Today, is mine...
i
am,
to resolve
to everything I ever wanted;
to fight & triumph!
to resolve
to everything I ever wanted;
to fight & triumph!
i will
.
®
Zulekha Hospitals - Brand Strategy: all rights reserved
i am,i will.
360DEGREE CONSUMER ENGAGEMENT STRATEGY
Active group:[not half baked] but,Activation directing to a call for action
Active group:[not half baked] but,Activation directing to a call for action
Zulekha HospitalsBait: BMI - endorsed, monitored countdown 3 monthly check ups/ Discounted Test, Diet plans, Medics.
Directing to off shoots
Apparel (incentivized selling) – Fit in your dream pants
Consumer promotionsSports (drive more), food joints (well deserved)
i am,i will.
coup
on
couponcoupon Endorser [proprietor]
Instigator
Reaper
®
The Connect
engagement
(reference video presentation) Deliverables
“Captivating radio branding commercials
Ground breaking of activation marathon
Ground breaking of activation marathon
Directive print ads and press releases
OOH activations at family hangout, cafés
Delivering a 360 degree consumer experience at ZH
Delivering a 360 degree consumer experience at ZH
Direct Mailers Direct Mailers
Corporate Visit to male & female setups
Corporate Visit to male & female setups
TV Content integrations
i am,i will.
Radio talksRadio talks
SMS – IVR, Social Media
SMS – IVR, Social Media
®
“when, with
Teaser
Reveal
Launch
Re-invigorate
10
days
3 d
ays
2 w
eeks
3 months periodical
[endorsements,
testimonials, revive]
360 Communication
mapping
3 phase communicationsPosters in three phases i.e. inspire, activate & endorse marketing collateral and backdrops, etc. reusable (thematic)
Videos to be shot & brought in; Inspire video (2 minute) & activate / endorse video (15 seconds x 20) Face book activation Web-extension (an alongside exclusive web link)
Actual Gym & tracks (symbolic) to be created within the hospital at the receptions Dxb & Shj & ZMCStaff to be thematically dressed for a month long
Corporate invitesCorporate talks (dressed up in workout gear / ) BMI & health checks at corporate and partners
Ground breaking ceremony (symbolic) marathonA resolve booth, BMI checks, Apparel, mechanizing (partnered with a
brand) Radio spots (I am, I will) Radio talks (Brand team, mgmt. Dr. & core staff, partners)TV partnerships (segments in live show)
i am,i will.
®
how!”360
Communication mapping
BTL Media
Social Media
Print & POS
Hospital Experience
ATL
Med
ia
OOH Activation
Take care of your body. It's the only place you have to live.
i am,i will.
®
“Zulekha Hospitals salutes the indomitable spirit of our patrons, who with their will and resolve choose to stand up against all
adversaries and battle out ailments. You and us together make us stronger and healthier
i am,i will.
®Resolve to achieve