| Wani Roslan |
INTRACORP (B) Sdn Bhd officiated the ‘Beko: Lose to Win Weight Loss Challenge’ as part of Beko’s Eat like a Pro (ELAP) Campaign in Brunei at the International Convention Centre (ICC) in Berakas yesterday.
ELAP is a global campaign launched by Beko in 2018 as part of its mission to combat childhood obesity globally. Beko will extend the ELAP campaign to 2019 with new initiatives and programmes.
Ambassador of the Republic of Turkey to Brunei Darussalam Mehmet Suat Akgun officiated Beko’s ELAP campaign as the guest of honour. Intracorp (B) Sdn Bhd General Manager Vincent Tan and Beko Thai Regional Sales Manager Jean-Pierre Blanchet also participated.
Vincent Tan shared that a main part of the ELAP campaign is on education and reaching out to the public, saying, “Other than the sharing of ELAP-related messages and material online and the office presence of Beko’s partners in Brunei, we have also tried to reach out to more audiences via cinema advertising as well as roadshows.”
He added, “We also have been trying to go straight into schools to reach out directly to our most important audience, the children. The first school talk was held at Tinkerbell Learning School, where we had a very engaging and fulfilling session with 70 students ranging from 10-13 years.
Meanwhile, Jonathan Bong from Average Joe shared that the ‘Beko Lose to Win 90 Days Weight Loss Challenge’ began by seeing that children always do what their hero does, hence ‘Eat like a Pro’ emerged.
He said, “We want to show that their lifestyles brought them to the current weight situation that they are facing, and how choosing to deal with their weight with the right mindset actually can help them to overcome challenges.
“In Brunei, 60 per cent of the population have obese-related issues, with one in two children deemed overweight or obese.
“We need to create heroes to inspire and teach these young children that healthy living starts from the kitchen, and how to live and eat like them (heroes), hence how to Eat like a Pro. This is where we create heroes. The focus is on how the nutrition plays a big impact on the participants’ weight-loss journey.”
The ‘Beko Lose to Win 90 Days Weight Loss Challenge’ is a scripted documentary drama amateur production. The weight loss is real but the storylines will relate more to the participants, and the audience can relate to the up and downs they faced.
The contestants will be divided into two groups and training will start at Fitness Zone from February 1 to April 30, in which the exercise routine will be conducted jointly between Average Joe and Fitness Zone’s trainers.
In the nutrition aspect, it collaborates closely with the Health Promotion Centre to ensure the nutrition guidelines are aligned.
The programme will end in June and involve the contestants to participate in the Community Care initiatives, including a school visit.