Engaging the Next Generation
Every year, Landmark group’s Beat Diabetes event attract thousands of people with the aim of creating awareness about the prevention and management of diabetes, the Beat Diabetes initiative was launched in 2009 in the UAE as part of the Landmark Group’s Corporate Social Responsibility. Since its launch, the initiative has engaged over 120,000 participants across the GCC in various activities and awareness sessions. For this years event, Landmark tasked Hashtag with refreshing the identity and launching the event on social media.
A Winning Formula
The Social Media campaign success came from its catchy approach “Step into a Healthier Tomorrow” became the main message, cleverly linking the 2 KM walk (which encouraged exercise) with the promise of a healthier future for everyone. To make the campaign even more
appealing, Hashtag rebranded the initiative and created a new colorful logo that is coherent with the initiative’s main message. Not only did we work on rebranding, but we also worked on social media content creation specifically designed to resonate with children and adults altogether.
Building Partnerships for Impact
Landmark Group partnered with Fitness First, a brand within the Landmark Group, contributing to the event’s huge success. Fitness First CEO was leading the walk, while a fitness trainer specializing in diabetes management offered expert guidance. Moreover, an endocrinologist from the official sponsor, Aster DM Healthcare, rounded out the team by sharing valuable insights and tips for maintaining a healthy lifestyle. To cap off the successful event, a wrap-up video showcased the day highlights, featuring an interview with Nisha Jagtiani Mehra (Group
Director) and bringing the fun-filled activities to life through engaging stories and live coverage.
Measurable Success
The results speak for themselves. The campaign had an impressive +52K engagements,
exceeding 460K video views on social media, and most importantly, attracting over 15,000
attendees and over to the walk. Landmark Group Beat Diabetes initiative serves as a powerful
example of how impactful preventative health initiatives can be when designed with the whole
family in mind.
