In conjunction with the Dubai Fitness Challenge – a call for residents to attempt 30 minutes of exercise every day for 30 days – Dubai Media City has announced its own community-wide campaign.

The ‘FIT DMC’ initiative dovetails with the ‘30×30’ call to action, which is being led by H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Chairman of Dubai Executive Council and Dubai Sports Council.

Running from October 17 to November 29, FIT DMC is encouraging people of all ages and fitness abilities to document their journey towards a healthy lifestyle on social media.

Majed Al Suwaidi, DMC managing director, said: “It is a known fact that an active individual is far more productive than his or her sedentary counterparts.

“Supporting Sheikh Hamdan’s fitness challenge, we have created an initiative that encourages our community members to take up fitness activities in an engaging and friendly environment.”