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