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#KeepTheRunsOn during Ramadan, by 5:30 RUN and ASICS Middle East

5:30 RUN Group partner with ASICS Middle East and Al Jalila Foundation to encourage everyone to participate in the Ramadan challenge #KeepTheRunsOn.

5:30 RUN and ASICS Middle East and the Dubai community took on the challenge to #KeepTheRunsOn during the Holy Month – and beat the old, stereotypical perception that people tend to slow down their activities once the summer starts.

In an active city like Dubai, you cannot just stop running. Inspired by that, 5:30 RUN and ASICS Middle East launched their fully organic social media campaign, powered by the enthusiasm of participants in partnership with the Dubai Sports Council, in aid of the Al Jalila Foundation, and sponsored by ASCIS Middle East, InPhota, Vitamin Well, NAKED, and SUUNTO.

The campaign featured 28 Feed posts and 654 Stories on 5:30 RUN’s Instagram account with a total of 4,700 likes and 458 comments. With the increase in the engagement of the community measured through the hashtag that users were adding to their posts, motivational posts and reposting content from the community were key factors in pushing for more participants and keeping the momentum high. Information about the challenge was also shared on 5:30 RUN’s WhatsApp group as well as on partners’ social media platforms. The campaign likewise achieved 12.2K reach on Instagram. Furthermore, the hashtag gained traction with over 1,400 posts tagged with #KeepTheRunsOn on Instagram alone.

The strategy and execution of #KeepTheRunsOn was done by social media professionals, who made sure that every action was developed on par with the latest trends and updates across all the social media platforms. Hence, influencers endorsement, testimonials, Reels, Snaps, and User Generated Content all played a major role in positioning the campaign strongly and positively on social media.

“We listened to our community, but at the same time, we wanted to take things to the next level. It’s amazing that we were able to get the support from both micro and macro influencers within the running community as well as leading local and international organisations that shared our values and dedication towards healthy lifestyles to help us spread the word about #KeepTheRunsOn,” said Fuad Naser, founder and captain of 5:30 RUN, who launched his own mini-challenge to encourage participants in the campaign’s final 10 days.

Heba Al Nabulsi, a 5:30 RUN business partner, said: “We all agree that social media is a powerful platform to reach out to communities, and we wanted to benefit from this privilege for a cause. Today, I stand proud as I see that we have successfully realized our aim, and pushed our community to stay active during summer, by running anywhere and everywhere.”

This resulted in 148 sporting aficionados lacing up their shoes and walking, jogging or running for over 26,000 kilometres to remain active throughout the campaign’s duration, in support of the Al Jalila Foundation, a non-profit, Dubai-based healthcare organisation that is dedicated to transforming lives through medical treatment, education, and research.

“We are proud to partner with 5:30 RUN for this Ramadan campaign, which is a great reflection of the ASICS philosophy of Sound Mind, Sound Body that encourages people to start and maintain healthy lifestyles. This is more important than ever, as our ongoing collective experiences with the pandemic have proven,” Ana Elisa Seixas, marketing manager ASICS Middle East, said.

All participants who achieved their targets, whether in the competitive or non-competitive category, were given digital certificates as well as a unique medal highlighting Dubai’s famous landmarks and a quote by H.H. Mohammed bin Rashid Al Maktoum is the Ruler of Dubai and Vice President and Prime Minister of UAE.

The campaign may have come to an end, but 5:30 RUN’s mission is still ongoing.

“We encourage everyone to #KeepTheRunsOn, no matter their fitness level and invite everyone to join the 5:30 RUN social media community on Instagram (@530_RUN)and discover our weekly activities that consist of running, yoga, and cycling sessions.”


Campaign: #KeepTheRunsOn

Duration: April 13 to May 12th 2021

Organisers: 5:30 RUN & ASICS ME

Supported By: Dubai Sports Council

In Aid Of: Al Jalila Foundation