LivFit is a wellness program that focuses on a healthy lifestyle. It is an initiative by Oman Insurance Company to promote healthier living. I formulated a campaign based on dividing ‘healthy living’ into three facets: mind, body, and soul. The idea wasn’t that healthy living needs to be a chore that you do but a supplement that you integrate into your life. You ‘fit’ it in – with a play on the word ‘fit’. The end result is happiness and this was the subtext of the message. Regardless of what we do to keep ft – the end result is always happiness – and this unites us.

In addition to the ATL component, I suggested a digital component to align the brand with a prevalent health issue in the Middle East viz. Diabetes awareness. This was done via a campaign called ‘fit together’. Users show solidarity in a stand against diabetes on social media by posting images of them showing a heart symbol with their hands. The heart symbol is universally used to show affection and solidarity. The two hands used to make extends out concept of ‘fit together’ (can be shown my one or two people). Diabetes affects weight leading to heart issues which makes the symbol even more potent. The simple #fitogether with the easy-to-employ gesture is impactful and can drive engagement . Furthermore, since there will always be at least two people required to take the photo, it extends the symbolism of the campaign. This tactical also offers a strong response to our challenge of ‘how do you fit?’ General digital campaigns covering articles on all forms of health (mental, physical, spiritual) will enhance the 360 approach to the essence of the campaign.