We all need Vitamin D to keep our bones and muscles healthy. Trouble is we don’t get enough Vitamin D from the foods we eat. But, thankfully there’s a natural supplement: THE SUN.

Yet, in the UAE, the 6th sunniest country, with an average of 10 hours of bright sunshine a day, an estimated 80% of the population - 7.5 million people - are Vitamin D-deficient.

People in the UAE are used to the sun shining. But, with 7 months of the year averaging 40 degrees Centigrade and more, people prefer being indoors; covered in the comfort of air-conditioned and shaded indoor spaces.

Owing to this plethora of indoor options in the UAE, people lose out a lot on the sun during the long summer months (and beyond). And end up, suffering from bone and muscle-related health problems caused by the lack of Vitamin D.

By experiencing the transformative effect of the sun on the ink (and the magazine), people understood that just like the photochromic covers were designed to work under exposure of sun, our bodies were also designed to get the needed vitamin D when exposed to sunlight.

We partnered with 2 of the more popular magazines in the UAE to help us not only amplify our reach but also collectively target men, women and different demographic profiles: Gulf Business opened the door for us to talk to the finance and business sectors, while GOOD targeted the home and leisure markets.

The magazines were sent to the subscribers and distribution lists of the two magazines. And the magazines were also distributed across UAE stores

All channels led people to a web and mobile content platform - www.vitamindaman.com - an interactive digital experience that gave visitors details ensuring they get enough Vitamin D.