The document discusses obesity rates and health issues in the UAE. Some key points: - Over 70% of Emiratis are obese, and obesity rates are rising among expatriates as well. - Health costs related to obesity and diseases like diabetes are a major part of national healthcare budgets. - Cultural and lifestyle factors like sedentary lives and fast food consumption are contributing to obesity. - New research suggests some people may be neurologically predisposed to obesity due to early life experiences resetting brain functions related to satiety. - While more research is needed, diet is seen as the main factor in weight control, more so than exercise alone. Public health campaigns aim to increase awareness of

1. WORD
r
o

2. Big& buried
behind the
bloated
you

3. 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

4. “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.
Franceintroduced
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
climatemeans only 4% population
walks on a weekly basis.
Dietshave 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
booming
because
of a shift
in the
profile
of the
healthcar
e market
from
tackling
commun
icable
diseases
to
battling
2014 it’ll be
$44b
&
by 2025 it will rise
to $60b
obesity
KeyInsight

5. • 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
obesityis 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 dietis 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.”

6. Addicted
to sugar-laden carbonated drinks.
Get offTHAT couchNOW!
“Socially, people tend to
drink lots of
Sodaswhich 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
psychologic
al 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’
programa couple of years ago
Focusing on food consumption &
regularizing workout.
Campai
gns
fight to
be
heard
above
junk
food
advertis
ing

7. Reconnaissance
“the fitness fad”

8. Dubai Cares Walk for Edu.,
Luluclipped the walkathon,
AsterBig 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/Pi
nk_Fitness_Week_promotes_healthy
_lifestyle_to_women/57546.htm
Landmark®
beat Diabetes grabs the
“walkathon” & builds up
pumping funds, celebrity
Endorsements, videos
and consistent coursing
http://www.youtube.com/watch?v=hmsGFBnW_Ag
Dufor 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

9. There is obviouslyFitness
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” by
HH Sheikh Majid bin
Mohammedbin
Rashid Al Maktoum
http://dxbfitness.co
m
There are states [Abu
Dhabi Alive
http://www.abudha
bialive.ae/], health
cities and sport
cities,
communities,
dieticians,
medics, fashion,
apparel,
corporate giants,
Seasonal fitness
drives
[Ramadan]
hospitals
[Burjeel Hospital,
Fitness Centre]

10. One thing you’ve always wanted
What will
you give, in
order to get
what you’ve
always
wanted?

11. What actually
works?

12. “We”
Engaging,
Excited
Connected
Trail
Enter.
Creating a unique brand engagement
platform
“Us”
Anxious
Determined
Engaged
Dedicated
Touch the screen!
“You”
Desirous
Desperate
Cloaked
Bogged or
bugged
Is there anybody out there?

13. Stakeholders,
brand
investors,
partners
(Revenue streamers,
blue chips: usually draw
in on “rating” or PR in
some cases)
Competition*(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

14. you ®

15. Resolutio
n Zulekha Hospitals Brand
Strategy presents an exclusive consumer
engagement platform.
2014

16. You just wait, I am going to be the biggest
Chinese star in the world
– Bruce Lee

17. 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
complacencyWhat are we up against?

18. i’m sure, you’re lovin’ it®

19. ”
In this rut, you realize
that you're
hardly left
with a mere
8500 /
9kdays
(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).
Beware
Love inspires
So you actually get
going when you're
already done
with
10220
daysof 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.
21,90
0days 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!
you
10 ½done

20. 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

21. antagonize me!
A love to die for
Promises & dreams
Bullied?
Rejected!
Mocked
Compromised
EmbarrassedEstranged
Ostracized
Addicted
Depressed
Fear
Doubt
Disbelief
Ignored
“We all have been there!”
Video ref.hyperlink
Thriving on your enemies; [Choose your enemy]

22. defying logic
cling on to the magic for deliverance
Zulekha Hospitals - Brand Strategy: all rights reserved
DETERRED
resilientChampions 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
INVEST
The blinder technique
DISENGAGE
Declare “quarantine”
Resolve to revolt
Fight your stamina
Drive a silent chant ; No
pain
DISAPPOINTED
Have 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

23. Brand is a businessperson’s best friend Brand
engagement
isn’t on a
campaign; it
is in creating
an exclusive
powerful
property
TM

24. Yesterday, is irrevocable
Tomorrow, is inevitable
Today, is mine...
i am,
to resolve
to everything I ever wanted;
to fight & triumph!
i will.®
Zulekha Hospitals - Brand Strategy: all rights reserved

25. i am,
i will.

26. 360DEGREE
CONSUMER
ENGAGEMENT
STRATEGY
Active group:
[not half baked]
but,
Activation
directing to a
call for action
Zulekha Hospitals
Bait: 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
promotions
Sports (drive
more), food
joints (well
deserved)
i am,
i will.
Endorser [proprietor]
Instigator
Reaper
®
The Connect
engagement

27. (reference video
presentation)
Deliverables
“
Captivating radio
branding
commercials
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
Direct Mailers
Corporate Visit to male
& female setups
TV Content
integrations
i am,
i will.
Radio talksSMS – IVR, Social
Media
®
“when, with
Teaser
Reveal
Launch
Re-invigorate
10days3days2weeks
3 months periodical
[endorsements,
testimonials,
revive]
360 Communication
mapping

28. 3 phase
communications
Posters 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 &
ZMC
Staff to be thematically
dressed for a month
long
Corporate invites
Corporate talks
(dressed up in
workout gear / )
BMI & health
checks at corporate
and partners
Ground breaking
ceremony (symbolic)
marathon
A 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
BTLMedia
SocialMedia
Print & POS
Hospital Experience
ATLMedia
OOH Activation

29. Take care of your body. It's the only place you have to live.
i am,
i will.
®

30. “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