JEDDAH — Saudi Sports for All Federation (SFA)'s campaigns to keep people fit, active, and healthy during coronavirus-induced lockdowns have been lauded for their ingenuity and creativity. The efforts during coronavirus-hit 2020 have been recognized at one of the Middle East's leading awards ceremonies. SFA campaign "Baytak Nadeek" (Your Home, Your Gym) bagged the gold medal in the recently held high-profile Middle East Public Relations Association (MEPRA) while the "Move to Donate" won silver in the best sports and recreational campaign category in Saudi Arabia. "Baytak Nadeek" was launched in March 2020 to encourage physical activity during the lockdown, and to connect with, unify, and motivate people across the Kingdom. Devised in light on the Saudi Ministry of Health's recommendations for people to stay home, the campaign was an immediate countrywide success reaching nearly 4 million people. The most pivotal campaign of the year, "Baytak Nadeek" saw people from all over Saudi champion the digital movement by posting videos and photos of themselves and their families taking part in physical fitness at home, using the campaign hashtag. The second winning campaign, "Move to Donate", a highly successful social impact program, was launched under "Baytak Nadeek" during Ramadan and resulted in SR125,000 raised for the Saudi Food Bank. The activation asked participants to adopt healthy living while being mindful of the tenets of Ramadan: health, supporting those in need, and community values. Pledges on the SFA website to work out translated into donations to the Saudi Food Bank, which was delivered throughout the holy month, turning physical fitness into real-world donations. "Working closely with the Ministry of Sports, the Saudi Arabian Olympic Committee, and the Quality of Life program, the Sports for All Federation invigorated the national dialogue over the difficult period of pandemic lockdown," said Osamah Saleh Alnuaiser, SFA's director of marketing and communications. "Both ‘Baytak Nadeek' and ‘Move To Donate' catalyzed people across Saudi Arabia to make wellness their National duty, and show their patriotic spirit in the face of adversity. "We celebrate these two prestigious awards with our stakeholders, and we count every single member of our healthy active community a winner alongside the SFA team members."
