Living Sport initiative to promote healthy lifestyles

AMMAN — HRH Prince Feisal, president of Jordan Olympic Committee (JOC), launched the initiative Living Sport on Thursday in a special ceremony that also marked the Kingdom's celebration of Olympic Day.

The new initiative — targeting Jordanians of all ages — is aimed at promoting healthy lifestyles among Jordanians who do not have the time to use the gym or playground or those who think that sports is only for athletes and competitions.

"Living Sport is a long-term programme which will be at the heart of all JOC's activities and operations, and which will evolve as needed through time to remain relevant to all that we do," Prince Feisal told reporters. 

"Living Sport has no end date,” he added, stressing the power of sports in making a positive difference.

"We will be focusing more on Jordanians living in governorates and not only Amman as we believe that in certain areas we need to spread awareness regarding sports and its benefits." 

"Sports can be practiced anywhere and not necessarily at the gym or playground and this is what we are trying to tell the community," the prince said.

Advertisements depicting people at their homes or offices will be placed around the Kingdom to show people that practising sports at home and work is easy and healthy.

JOC Secretary General Lana Jaghbeer said Living Sport is based on several plans, including Community Well Being, an annual one-month campaign that will be launched every year on Olympic Day to address key health and social issues. 

"Through specially created JOC committees, sports will be promoted as universal," she said.

An "Ambassador" programme within the initiative will target 6-11 year olds, Jaghbeer added.

"We look at the media as our partners in this great initiative, and that is why JOC News Service will be a key player in building relations with the media. We have also already prepared the strategy for a comprehensive marketing campaign covering the whole Kingdom," she said.