This is a healthy lifestyle charity project organized by Dee Dee (Abidah Mahmood), an independent individual whose aim is to promote healthy lifestyle to the public, particularly through exercise and healthy food intake.

The paragraphs below sets out Dee Dee’s role as an exercise physiologist / nutritionist as well as a media personality, and her plans to utilize her talents / skills to benefit the masses by the promotion of healthy living through exercise and to also engage the public in raising funds for 2 charity organizations, namely the Singapore Heart Foundation and an orphanage home.

Due to the overwhelming response by the community to the first exercise VCD launched with Mediacorp Malay Radio in 2007, a new-concept Exercise VCD targeting the community, particularly ladies, from teens to adult is in the midst of production. Dee Dee also known as the “Jane Fonda of the heartlanders”, is the choreographer for these exercise moves.

Dee Dee is popular with the community due to her exposure in the media. By capitalizing on her multi-talents in singing and dancing, this VCD Album will also contain a Bonus MTV Music Single with special celebrity appearance by Imran Ajmain. This concept is the first of its kind in merging entertainment and healthy lifestyle streamlining to target a wider audience, both the exercise enthusiasts as well as music lovers.

The primary objective of this project is to promote healthy living, in particular exercise, to the community at large and to increase their participation in exercises. This exercise VCD will be produced in dual languages, English and Malay, to cater for other races.

Dee Dee also aims to raise funds for 2 charity organizations, namely, Singapore Heart Foundation and an orphanage home, whereby every dollar from the sale of the VCD will be contributed to both charity organizations.

The focus of the exercise VCD will be on exercise routines for duration of 60 minutes segment consisting of :
· cardiovascular training;
· strengthening;
· flexibility; and
· food & nutrition advice.

The VCD will also include a bonus MTV single track, a song and dance routine by Dee Dee with special celebrity guest appearance by Mr. Imran Ajmain, a regional music award winner.

Local newspaper, Berita Harian has commenced pre-publicity coverage in their 31 May 2008 issue.

The official launch for this project will be on 3 August 2008 at the Art Museum. This launch will be graced by MP Mdm Halimah Yaacob, and is strictly by invitation only. The media has pledged their strong support by giving ample coverage.

This will be followed up with a subsequent public launch and several public appearances in promotion of the VCD during the Health Promotion month of August 2008, through to the World Heart Day event organized by the Singapore Heart Foundation on the 18th and 19th October 2008, and up to the “Home, Health, & Beauty” seminars to be held in January 2009, to capitalize on the New Year’s resolution.

The Singapore Heart Foundation together with sponsors, 77th Street, Muzika Records, The Xndo Centre, Efen Reyes Hair & Beauty Salon and Boys II Men as the main distributorship will also be promoting the VCD at their shops and via online sales.