gold coin

It sounds like something from a Roald Dahl book, but Dubai Municipality has launched Your Child In Gold campaign, which sees participants earning gold in return for their child’s weight loss.

The insane weight loss campaign, which gives participants a certain amount of gold per kilogram they lose, was such a hit last year, attracting tons of media attention from over the world, that this year’s participants can earn double the amount of gold if they include their child’s weight loss, too.

Hussain Nasser Lootah, Director General of Dubai Municipality, explained that the focus of this year’s initiative is on the family – urging individuals to not only look at their own weight but also that of their families.

To be apart of the campaign, which runs from July 15 to September 1,  you can sign up as an individual or as a family. The weight of each family member will be measured at the beginning of the competition, and again one-and-a-half months later.  If you sign up as an individual you will be rewarded 1g of gold for each kilogram lost. However, if you sign up as a family you will be rewarded 2g of gold for each kilogramme lost, provided that each family member has lost at least 2kg. There is also a grand prize at the end of the campaign, which will be given to the contestant that has lost the most weight within the 45 days.

Speaking about his concerns of obesity amongst the youngsters in our region Mr Husain Lootah stressed: “Obesity of children is a big dilemma faced by many countries especially in the Middle Eastern and European nations due to the addiction of the new generation to electronic devices. We need to protect our growing generation from the negative effects of technology by encouraging them to have a healthy lifestyle and by educating the parents about their role in upbringing a healthy generation.”

Mr Hussain Lootah also added: “This programme is not just about winning gold for a short-term commitment to exercise, it aims to encourage society to permanently adopt a healthier lifestyle. That is one of many reasons why DMCC is increasing its contribution to the campaign this year by providing Dhs150,000 worth of gold with the ultimate goal of raising awareness of the benefits of exercise combined with a healthy diet.”

Children participating will also be subjected to a mandatory consultation session where they will receive basic medical check ups, advice from nutritionists and information on local sports and assorted activities.

Campaign Details:

Register online at where you will receive your registration number and then proceed to one of the five registration sites located at Al Mamzar jogging track, Al Khawaneej jogging track Gate No.3, Safa Park Gate No.2, Zabeel Park Gate No.3 and Al Barsha Park main entrance. Sites are open from July 15 – 24, 9pm to 12am daily.