Saudi Sports for All Federation’s Start Now national wellness campaign sees impactful engagement across the Kingdom

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228,000 social media engagements and more than 23 million views speak to campaign’s engagement

The Saudi Sports for All Federation’s innovative Start Now campaign has drawn to a close after an inspiring three months of encouraging people across the Kingdom to engage in physical activity.

The Start Now campaign was groundbreaking in its message of inclusivity — calling people of all ages, abilities and backgrounds to go a step further in their fitness journey and improve sedentary habits. From children to grandmothers, athletes to office workers, Start Now invited the nation to set forth with positive intent and then take action, becoming part of a healthier and happier Saudi Arabia.

Start Now was notable for the traction it gained throughout Saudi Arabia’s diverse communities. Over three months, the campaign saw 228,000 engagements and more than 23 million views on social media. Meanwhile, SFA App downloads witnessed an exponential twentyfold increase, driven in part by the campaign.

“Start Now is an incredible milestone for the Saudi Sports for All Federation, in terms of its success in reaching a diversity of communities in Saudi Arabia, and also accelerating the SFA’s digital transformation. Our goal is to get people to start and continue their journey to fitness and healthier lifestyles, whether you’re six years old or ninety. Start Now was unique and powerful because it asked people to improve their fitness irrespective of staring level. We are delighted with the response of the community, and also with the uptake of the SFA App and its associated SFA Rewards program. Together with our communities, we are building a healthier, happier and more active Saudi Arabia,” said SFA’s Marketing and Communications Director Osamah Alnuaiser.

The SFA App became the communal virtual hub for the Start Now campaign. Available on both iOS and Android devices, the SFA App let users find nearby sporting events, track personal goals, respond to SFA activity challenges, create and manage Community Sports Groups (CSG), and much more. Users can also connect their Apple Watch, Google Fit, Fitbit and Samsung Health fitness trackers to the app, unlocking a powerful range of in-app features.

SFA’s success in motivating the nation to a fitter, happier lifestyle has been lauded by peers, industry bodies and community leaders alike. The Federation was featured on MBC1’s Seen Program, the nightly show hosted by hosted by Mr. Ahmad Al Shugairi, for its use of technology in driving healthier lifestyles. The show highlighted the SFA’s curation of hockey and cricketing opportunities, and paid special heed to the role of the SFA App in helping community members stay active.

The SFA was also recognized at the 2021 Sport Industry Awards for successfully bringing the worlds of e-sport and physical activity together in a creative partnership with the Saudi Esports Federation. The SFA and SEF scooped gold for bridging gaming with keeping people fit, active and healthy with the Move to Game initiative. As part of its winning momentum, SFA also bagged four accolades at the Transform Awards MEA; netting three silvers and a bronze for its outreach activities, creativity and brand transformation.

SFA has long followed a policy of collaboration and partnership with local, regional and global entities to further its mission of creating a health-first mindset in Saudi Arabia. Partnerships have recently been inked with Arabian Centres. The SFA and King Abdullah Financial District (KAFD) have recently signed an MoU to create a framework of cooperation that promotes more active and healthy lifestyles in the District and beyond. Meanwhile, an ongoing partnership with SDAIA sees the two entities co-operate across tech services, business and investment opportunities, communication, and social impact initiatives.

Start Now is another milestone in the SFA’s support for the goals of the Ministry of Sport and the Quality of Life program mandated in the Saudi Vision 2030. The Quality of Life program calls for increasing the number of people undertaking regular physical activity in the Kingdom to 40% by 2030, and the Federation is helping meet this target by facilitating activations, partnerships and creative campaigns that bring communities together through sports and get people moving.

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