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How long does your New Year's resolution to go to the gym last? According to a study by , about 80% of people who sign up for a gym in January stop going by February. Inspired by this data and insight, Babies Uganda introduces Soul Gym, a campaign created by Accenture Song that invites society to exercise their solidarity through the first gym where unused membership fees directly support vulnerable communities in Uganda. 

January arrives filled with good intentions, we sign up for the gym to work on ourselves, but after three or four weeks, we stop going… And the embarrassment of not going is compounded by continuing to pay for the gym and wasting money. For this reason, Babies Uganda proposes a solution, a middle ground between paying for the gym, not going, and additionally helping you feel good. Thanks to Soul Gym's monthly subscription, people can contribute to improving the lives of children in Uganda.

María Galán, project coordinator at Babies Uganda, emphasises the importance of sponsorship income: "For Babies Uganda, sponsorship income is fundamental. It is the foundation for maintaining our projects and ensuring their continuity. Everything is welcomed, and everything counts. It is the value that we focus on the most."

Juan Silva, chief creative officer at Accenture Song, said, "There's a beautiful parallel between being disciplined in a gym to achieve visible results and being disciplined in your solidarity to really generate a positive result in the community you are helping. Soul Gym is ultimately a metaphor for discussing the value of sponsorship. And at the same time, it uses a familiar concept and relies on an insight to try to achieve the greatest possible notoriety and visibility”. 

Babies Uganda is an International Development Cooperation NGO with two orphanages, a primary school for over 650 children, a high school for more than 250 students, a primary care clinic for the entire community, and a dedicated school for over 60 visually impaired children.

To announce the gym and learn how to sponsor a child through Babies Uganda, the campaign includes a video, featuring Hakim, who has been part of the project since its beginning. Additionally, a website has been launched where you can set "the gym’s fee" to sponsor the children, as well as invite a friend or acquaintance to “not go to the gym”.

The campaign has also been supported by a group of influencers who have used their channels amplifying the project’s visibility without seeking personal gain.