Volunteer ‘Heroes’ sharing their passion for sport and fitness, and inspiring others to get active
National Health Insurance Company – Daman
Problem to solve:
Develop a volunteer-led brand awareness program which promotes active lifestyles to citizens and residents.
Find a core group of people with a passion for a sport or physical activity. Give them the tools and support to help train others – through both virtual and in-person sessions.
Daman Heroes is an online ‘movement’ inspiring the community to keep physically active together. It consists of ‘Heroes’ – UAE citizen and resident volunteers – who lead YouTube video workouts, and through them share their love for physical activity with people across the country.
The variety of sessions has ranged from Zumba and HIIT to functional training and circuits. In 2022, physical sessions were reintroduced for the first time since the start of the coronavirus pandemic.
Interact designed and leads the Daman Heroes program, working with Daman’s branding, events, marketing, communications and media functions.
- Positioned Daman as a leading brand in the proactive improvement of people’s health and well-being in the UAE
- Over 13,500 views of workout videos in first 3 months after relaunching
- 133 hours of watched content over the same period
- Volunteer ‘Heroes’ nominated for fitness industry awards in 2021