QU CBE launched It Pays campaign

Thirty (30) students (23 female and 7 male) from Qatar University College of Business & Economics (QU-CBE) designed and produced a health awareness campaign that aims to highlight the importance of daily physical exercise to prevent life-threatening diseases, and encourages youth to adopt a healthy diet and lifestyle by adding simple things to their daily routine. 

Themed “It Pays”, the campaign is in the form of a competition in which the students from the Management and Marketing Department will compete against teams from 25 universities and secondary schools in Qatar. In this regard, the CBE students developed a real advertising agency with various communications and marketing departments, and launched “My Walk”, “Stop Soda”, and several other initiatives that are part of the campaign. QU President Dr Hassan Al-Derham and CBE dean Dr Nitham Hindi were on hand to support the students at the “Stop Soda” booth, and signed a pledge to stop drinking soda for one week.

The competition which is organized by EdVenture Partners, requires participants to work on real life projects, get hands-on experience based on local market needs, design and execute an integrated marketing communications (IMC) plan, and analyze results. If their projects are selected, they will present their research findings and creative ideas on December 8 in front of a jury of representatives from Qatar Supreme Committee for Delivery & Legacy and the Josoor Institute.

Commenting on the campaign, CBE assistant professor of marketing and Chair of the Student Outreach & Support (SOS) committee  Dr Dalia Abdelrahman Farrag said: “This is an invaluable opportunity for our students to enhance their learning experience and introduce  their ideas into the Qatari market. It also serves to advance their skills to be professionals, solid team players and good communicators. With sports, fitness and healthy lifestyles becoming a national pastime especially in the lead up to FIFA World Cup 2022, it is a timely campaign for our students to demonstrate their skills in developing innovative and motivational messages to impact societal change.”

4^th-year marketing student Shaed Al Rumaihi said: “It Pays” promotes the idea that a small change can really make a big difference in our lifestyle. The initiative “My Walk” encourages our QU colleagues to get involved in sporting activities and motivates them to consider walking as one of their important daily exercises.”