Kemenpora - Duilah

“Duilah (Duduk dan Berdiri untuk Lansia): Sport Exercise for Senior Citizens”

The Challenge
The elderly and people with certain underlying medical conditions are at higher risks to COVID-19 exposures. The Ministry of Youth and Sport Affairs of the Republic of Indonesia through Deputy III Sports Culture Division introduced a unique physical exercise which can be practiced by the elderly people independently at home. The exercise sets are named Duilah (Sitting and Standing for the Elderly at Home) and CAC (Chair Activity Challenge).

Besides regular tips to adopt this movement, the Ministry invited senior citizens to participate in an exciting competition where they could follow an easy instruction through video and do their own creation using available properties at home.

The Approaches
ID COMM came as a professional assistance to run a digital communication strategy which combined with community engagement, the mobilization of sport instructors and personas who run a healthy lifestyle. Inspiring content were created to feed the targeted groups of audience with daily updates and information.

The Result
Despite the short period of campaign, the campaign message was successfully delivered to the targeted audience. The Ministry of Youth and Sport Affairs and ID COMM saw an encouraging number of participants from across the country and positive feedback as the turn-outs.

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