Communication Research Paper on Every Step Counts

Every Step Counts

Company background

Du is a network and telecommunications company based in the United Arab Emirates. The company offers broadband connectivity, fixed telephony, and mobile services; making it one of the best network in the Middle East. The company embraces corporate social responsibility whereby it initiates various wellness campaigns both internally and externally towards the welfare of the employees and the community. These campaigns are a good gesture from such a successful company as it values the welfare and health living in the society (Lund, 2002).

Situation facing the organization

As an act of giving back to the society, the company recently initiated a campaign, ‘every step counts’ that was meant to enhance health living of the people of the UAE. However, the campaign failed and did not reach its targets, and deal with the health challenges faced by the people. ‘Every step counts’ was supposed to enlighten the people to realize how to bring back their energy towards individual and societal development. The challenges included the e-health app insignificant reach, competitor campaigns, the entire campaign had limited awareness, and a low usage of the hashtag #everystepcounts.

The situation background, cause, and significance

Good health would promote energy in people so that they could enhance their productivity (Kessler & Stang, 2006). However, the situation in UAE was bad and dramatic than most people could expect. According to nutritionist’ studies in the region, there are many cases of obesity, especially in men who do not give health tips a chance. Obesity impacts have far more impacts than alcohol drinking and smoking that have been causing health hazards. Obese victims are affected, leading to low quality of life and the impact of their lifestyle is susceptibility to various medical illnesses and disorders (“Obesity ‘a big problem in UAE’ |,” n.d.).

Facts of the situation

The studies also pointed out that there are increasing cases of overweight people. In particular, statistics from the ministry of health showed that over 33 percent of UAE’s married women are overweight and over 38 percent are obesity victims. The trend is the same for men where over 40 percent are overweight, and obesity cases are about 16 percent. These health problems are instigated by poor diets and lack of physical exercising. What people are not aware of is that these health disorders have detrimental ailments, such as diabetes and heart diseases that often cause death (“Obesity ‘a big problem in UAE’ |,” n.d.).

Trends associated with the situation

The solution seems to be the gym and aerobics facilities where some victims hope to find the solution to their problem and restore their shapes. Current trends show that out that the number of men going to the gym is more than that of women. It is believed that women prefer to undergo plastic surgeries to bring back their body shapes than undergo physical activities in the gym that they consider hectic. The problem is nation related whereby the nation is not doing enough towards healthy living. Therefore, the situation is an obstacle for Du since the health issue negatively affects productive people in the society.

Summary and views on the situation

The health situation was the major reason to come up with the campaign. However, the company would want a great adoption and usage of the hashtag, define its target populations, and generate maximum exposure at the least cost. The main reason behind unsuccessful hashtag is the accompanying messages that did not carry the people’s attention. Catchy messages often accompany hashtags to enable them go viral. There was possible lack of regular updates of messages along with the hashtag hence lack of reach to the target. Competitor campaigns, ignorance of health issues, and lack of vigor in social media also facilitated the failure of the campaign. Therefore, regular hashtag usage with good information and vigorous use of the social media can help revive the campaign.


Kessler, R. C., &Stang, P. E. (2006). Health & work productivity: Making the business case for quality health care. Chicago: University of Chicago Press.

Lund, B. (2002). Understanding state welfare: Social justice or social exclusion? London: SAGE.

Obesity ‘a big problem in UAE’ | (n.d.). Retrieved from