The Mission
To launch Degayeg, a Community Health Activation Program designed to promote active living as a shared community value, ensuring inclusive, culturally grounded activities that reach, resonate with, and mobilize communities across Abu Dhabi, Al Ain, and Al Dhafrah.
The program aimed to:
- Build Awareness: Position physical activity as a source of pride, wellbeing, and belonging within Emirati culture.
- Drive Behavior Change: Apply behavioral science principles to motivate action, build confidence, and support habit formation.
- Activate Communities: Meet people where they are, through mosques, majlis, schools, health centers, volunteers, digital platforms, and public spaces.
- Champion Inclusivity: Deliver tailored communication for women, youth, elderly, and People of Determination (PoD), while respecting cultural values.
- Enable Participation: Support lead capture and sustained engagement through volunteer tools, registration systems, incentives, and recognition mechanisms.
Our Approach
Degayeg was conceived as more than a health program, it was designed as a unifying movement that celebrates activity, inclusion, and community connection. Pyxis led the project shaping the brand, narrative, and communication ecosystem from the ground up, and translating strategy into a scalable, community-facing platform.
Branding & Narrative Development
Brand Identity
Degayeg’s identity was created to be recognizable, trustworthy, and inclusive, aligned with DCD’s standards while remaining warm and community-driven.
- Logo & Visual Guidelines: A cohesive visual system covering logos, colors, typography, and design principles to ensure consistency and credibility across all districts.
- Tagline & Messaging Framework: Simple, culturally resonant messaging emphasizing health, inclusion, and collective spirit.
- Templates & Collateral: Standardized toolkits, posters, social assets, and event branding that ensured visibility and consistency across Al Ain and Al Dhafrah.
Narrative Framework
The Degayeg story was built around three interconnected pillars:
- Health & Wellbeing: Encouraging sustained physical activity as a pathway to healthier lifestyles.
- Community & Belonging: Showcasing shared experiences, volunteerism, and cultural traditions.
- Inclusion & Recognition: Reinforcing that Degayeg is for everyone, especially women, elderly participants, and People of Determination, while celebrating the contributions of families, volunteers, and partners.
Communication & Media Strategy
Degayeg’s communication strategy was designed to be human, local, and trusted, balancing digital reach with on-the-ground community presence.
The campaign integrated:
- Digital Channels: Instagram, TikTok, Snapchat, WhatsApp groups, and SMS reminders to nudge participation and sustain engagement.
- Traditional Media: Radio, OOH placements, and mosque/community announcements to build trust and awareness.
- On-site Branding: Event banners, T-shirts, wristbands, and recognition certificates that reinforced inclusion and pride.
- Owned Platforms: DCD and Palms Sports websites, dashboards, and newsletters to ensure institutional alignment and consistency.
The Challenges
Launching Degayeg came with significant operational and strategic complexity:
- Extremely Tight Timelines: The brand was built from scratch and rolled out in a very short launch window.
- Complex Targeting: Diverse audience segments required precise profiling across age, gender, ability, and geography.
- High-Volume Asset Development: Multiple variations of assets were required per target group and per district, demanding speed and accuracy.
Layered Messaging Framework: Each asset needed to balance health motivation, cultural sensitivity, inclusivity, and behavioral cues.
The Result
Despite the scale and complexity, Degayeg launched successfully and gained rapid momentum.
- Successful Brand Launch: Degayeg established itself as a recognizable and trusted community health brand.
- Successful Campaign Rollout: Multi-channel activations went live on time across Abu Dhabi, Al Ain, and Al Dhafrah.
- 6,000+ Registrations: Achieved within the first three months of launch.
- Sustained Growth: Registrations continue to increase month-on-month, reflecting strong community resonance and engagement.
Degayeg became more than a campaign, it became a shared commitment to healthier, more connected communities.
At Pyxis, we don’t just create brands, we help communities move, connect, and thrive.
One program. Many communities. Lasting impact.
