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du, from Emirates Integrated Telecommunications Company (EITC), will once again be stretching, flexing and warming-up in support of the Dubai Fitness Challenge 2018 (DFC) to encourage health and wellbeing across the Emirate.

From 26 October to 24 November, the telco will unite with strategic partners of the DFC to make Dubai the most active city in the world and to inspire increased participation from residents, visitors, government organizations, businesses and schools for 30-days of fitness activities.

As a strategic sponsor of DFC, du is motivating the wider community to commit to the challenge and lead more active, positive and healthy lives.

The company will host free daily activities from 10:00am to 6:00pm in a fitness-orientated platform at Kite Beach to stimulate people from all segments of society to get active for 30 consecutive minutes over the 30-day event.

Abdulwahed Juma, Executive Vice President, Brand & Communication, du, said: "We are so proud to be part of the Dubai Fitness Challenge again after witnessing such successful participation numbers in 2017. By supporting the vision of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, not only did we accept the challenge to spread awareness, but also launched a full fitness agenda for our employees that empowers them to live and breathe healthy lifestyles and spur positivity and productivity in the workplace."

As part of both du's corporate wellness and the exciting 30x30 event, the telco will "Walk the Talk" - a motto that inspired the management to encourage employees to embrace wellness during this period and beyond. du is shortening working hours by 30 minutes, a total of 900 minutes throughout the 30-day period, to motivate employees to work-out, in addition to ‘Fit Thursdays' in the office, ongoing employee participation in external fitness activities, and the du Employees Challenge.

Highlights of this year's event will include weekend carnivals, weekday activities around Dubai, 26-day static fitness villages (at 5 locations), 30 days of citywide events and fitness activities, multiple venues across Dubai for everyone to participate, and a DFC app for tracking scheduling of the event.

Dubai Fitness Challenge is an initiative launched by HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of Dubai Executive Council, in 2017 - which had 786,000 participants.