CSR Middle East, CSR dedicated platform with 3.555 corporate members in the Middle East.
OSN, the region’s leading pay-TV network, is strengthening efforts to support the community with the launch of ‘Live More,’ its Corporate Social Responsibility (CSR) initiative, aimed at encouraging families in the Middle East and North Africa (MENA) to adopt healthier lifestyles.
A survey conducted by OSN, found that only six percent of the region participates in exercise, despite 36 percent being worried about serious health issues such as cancer and diabetes. Research also revealed that more than 80 per cent of respondents were concerned about their well-being and wanted companies to play an active role in educating and creating awareness on leading a well balanced lifestyle.
The above findings are in-line with international reports that suggest the Arab world faces some of the highest health risks especially obesity and diabetes. Recent reports reveal that one in nine people in the MENA region are diabetic, according to the International Diabetes Federation, while a recent UN report shows rising obesity rates in the GCC and ranks the region as being among the world’s most overweight populations.
The World Health Organisation has also identified UAE, Saudi Arabia, Kuwait, Bahrain, Egypt, and Jordan, with the highest rates of obesity, with the prevalence of obesity in the region ranging from 74 to 86 per cent in women, and 69 to 77 per cent in men.
‘OSN Live More’ aims to raise awareness on the importance of a leading a well-balanced lifestyle and how simple day-to-day changes can make a big difference to people’s overall health and wellbeing.
David Butorac, Chief Executive Officer, OSN, said: “OSN is committed to giving back to the communities that we serve in. As the most popular medium of entertainment, television has the opportunity to make a positive impact on people’s lives. An important initiative for OSN, we are leveraging the extensive reach of our network to educate and encourage families to be more aware and make smart health choices.”
OSN Live More kicks off with an on-air awareness campaign which includes a series of English and Arabic infomercials that aim to educate viewers on the importance of getting more active. On-air promos will be refreshed regularly, engaging and encouraging viewers to make positive health changes.
OSN Live More is also endorsed by some of the Arab world’s leading celebrities including Ahmed Fahmi (singer, actor and Arab Idol presenter), Noor Khattab (TV personality and sports trainer), Hassan Al Raddad (lead actor of the popular drama Adam w Jameela), Reem Al Baroudi (One of Egypt’s favorite drama actress), and Emmy Samir Ghanim (Egyptian actress, star of Heba Rigl Al Ghorab - Ugly Betty) who share personal health tips focusing on the big impact of small lifestyle changes.
Hamad Malik, Chief Marketing Officer, OSN, added: “Our CSR strategy was developed after detailed research and a subscriber survey that polled nearly 900 respondents across the region. Over 80% of those polled said that their own and their families health was the most important to them. This consumer insight and research led to the development of OSN Live More.
“Phase 1 is currently on air and the feedback is overwhelming. We are extremely pleased to see the positive reaction and look forward to developing the initiative further. Through OSN Live More, we want to encourage individuals, especially the youth, to get more active and do the small things that make a big difference in the long term.”
OSN Live More kicks off with the launch of an exclusive health show, Live Your Life a Different Way, hosted by the Arab world’s foremost sports instructor, Captain Nour Khattab who teams up with renowned health nutritionist, Dr. Sharifa Abu Al Fotooh, to share secrets on better living. The show features celebrity guest appearances including Shakel Tani and Tamer Hosny, from Saturday to Wednesday at 22:00 KSA on OSN Ya Hala!HD.