DUBAI, UAE - As part of its continuing commitment to raise awareness and reduce the risks of Diabetes in the UAE, Ibn Battuta Mall announced the 2008 Unite for Diabetes campaign scheduled to take place from Monday 10 November 2008 to Saturday 15 November 2008.
The five day fund-raising campaign in support of World Diabetes Day is an exclusive initiative in the UAE launched in 2007 by Ibn Battuta Mall and is officially endorsed by the Ministry of Health.
Diabetes is widely regarded as a minor disease by the general population but is tagged a silent killer by the medical community.
Globally, every 10 seconds a person dies from diabetes-related causes and two more people develop diabetes.
Diabetes affects 246 million people worldwide and is expected to affect some 380 million by 2025.
In the UAE, diabetes prevalence stands at 19.5% of the population - the second highest in the world.
This year, Ibn Battuta Mall's campaign will focus on measures to counter the rising rate of diabetes prevalence among adults and children by advocating a 'Healthy Lifestyle, Healthy Living and Healthy Eating' attitude.
The intensive five day campaign will be held in line with World Diabetes Day on 14 November 2008.
Ibn Battuta Mall in association with Jebel Ali Hospital and Ex Health is partnering with Al Ain Water and Fitness First to help educate the population on how to maintain a balance between a busy yet sedentary lifestyle and staying healthy.
Speaking about the mall's initiative Marc Jones, Marketing Manager, Ibn Battuta Mall stated:
'As part of Dubai, we belong to a culture that is intrinsically sedentary. Whether we are driving, sitting at our desks working or at school; the average Dubai-resident's life lacks regular physical activity and healthy eating patterns. Due to this, the prevalence of a disease as serious as Diabetes is on the rise, even among children as young as 10 years old being diagnosed.'
'By spearheading the campaign, we would like showcase small changes that can be made to daily lifestyles to improve overall well being, making physical activity and healthy eating a priority.'
In line with the campaign, Ibn Battuta Mall is also hoping to set a world record by inviting customers to donate and take part in forming the largest diabetes circle, symbolic of life, health and the fight against diabetes, to be set up in China court.
With the UN-focus for 2008 on diabetes in children - as per official estimates, there are close to 500,000 children worldwide under the age of 15 with type 1 diabetes - Ibn Battuta Mall has designed a five day interactive event for adults and children to enjoy.
During the week activities such as live cooking, sports simulators, exercise demos and activities to encourage children to adopt a more active routine will be on going on in the mall.
Advet Bhambhani, CEO, Jebel Ali Hospital said 'Diabetes is one of the most common chronic diseases in children and adolescents. It can hit children of any age, even toddlers and infants. In such cases, early diagnosis and treatment is essential. At Jebel Ali Hospital we are very passionate about preventive medicine and work diligently year after year to promote healthier lifestyles. Our team is delighted to be part of this wonderful and socially responsible campaign.'
In the lead-up to World Diabetes Day, campaign partners Jebel Ali Hospital will be setting up diabetes testing booths manned by medical and nutritional specialists to give expert health advice.
Fitness First will be staging a fundraising Body Combat session on the first day and a variety of work-out demonstrations on the following days along with free biometric analyses.
Al Ain Water will be handing out samples of its recently launched flavored water, kid's water with added fluoride and conventional water to promote the importance of regular water intake.
During the inaugural Unite for Diabetes campaign in 2007, Ibn Battuta Mall worked with the Ministry of Health and Jebel Ali hospital to raise money for the cause with support from international ambassador Chris Williams who participated in the promotion of Diabetes tests which were available at the mall.
The campaign also touched on the risks of contracting Diabetes and raised awareness levels about the high incidence of the disease in the region.
