Imperial College London Diabetes Centre (ICLDC) wanted to increase awareness of diabetes and the ICLDC within the UK and highlight the importance of a healthy diet and physical activity.

They also tasked us to create a platform for ICLDC patients and their loved ones to participate together on and for partners and employees of ICLDC to celebrate its great work.

Two women smiling and waving at the camera wearing walk2019 t-shirts and blue caps

What we did

We are retained by ICLDC to oversee all event operations, marketing and commercial sales for WALK-one of the largest annual mass participation events to take place in the UAE. Every November, over 8,000 people from a wide range of communities, ages and abilities, take to Yas Marina Circuit to walk 5km.

The results



For Walk2019 we increased the quality of the event, attendance and the social impact the event has on the local community.

We tracked growth in increasing the awareness and understanding about diabetes, interest in walking and exercising, and the likelihood for participants to attend future editions of WALK.

Most participants were from four key countries –India, Philippines, Egypt and UAE, which crosses over ICLDC’s key audiences.


Online registrations (+300% vs 2018)


People attended the Walk2019 (+10% vs 2018)


Of participants had a better understanding of diabetes after WALK attendance


Likely to start walking as a regular fitness activity after WALK attendance (vs 70% in 2018)