Dubai Fitness Competition is committed to the fitness of the city and it's people. It will demonstrate
every year the commitment required to becoming fit and the sheer enjoyment of staying fit. DFC
provides an example to the city's people through the inspirational competitors that enter every year and
the fun experienced by all who witness the event.
For: (target audience)
The people of Dubai: Emiratis, expats, men, women, parents, children,
Who: (need/want)
Aspire to a fitter, healthier lifestyle
DFC 13 is (description)
The annual Dubai fitness competition
That: (key benefit)
Raises awareness and profiles fitness as a positive lifestyle choice
Because: (reason to believe)
It attracts hundreds of the fittest people in Dubai to become beacons for health and fitness by
putting them in the public spotlight
So that: (end benefit)
As individuals we are inspired to become fitter and healthier and as a society we see an overall
improvement in our quality of life (e.g. a reduction in rates of obesity, diabetes, coronary heart
disease and general morbidity).
