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Landmark Group Announces Third Edition of 'Beat Diabetes' Campaign

: 18 Nov 2011

Landmark Group, the region's leading retail and hospitality conglomerate, today announced the launch of the third edition of its 'Beat Diabetes' campaign, an on-going corporate social responsibility (CSR) health initiative that was launched in 2009. 

UAE has the second highest upsurge of diabetes in the world, growing at a disturbing rate. According to estimates by the International Diabetes Federation (IDF), 18.7% of people in the UAE have diabetes. By 2030 this is expected to rise to 21.4%. Worryingly in the UAE, is that 40% of people with type 2 Diabetes remain undiagnosed. New regional diabetes statistics, showing the extent of the diabetes epidemic, are expected to be released by IDF on World Diabetes Day, November 14. 

The 'Beat Diabetes' campaign will host walkathons across Kuwait, KSA, Oman, Qatar, UAE and India in November the international diabetes awareness month. The walkathon in the UAE is scheduled on Friday, November 18, 2011. Legendary cricketer, Wasim Akram, who has supported the cause last year, will once again extend his solidarity through participation in the 2011 'Beat Diabetes' walkathon in Dubai. 

In 2011, the Group partnered with the International Diabetes Federation (IDF), becoming the organisation's first retail corporate supporter partner. This relation has also made Landmark Group one of the official partners for of World Diabetes Day. IDF is an umbrella organisation of over 200 national diabetes associations in over 160 countries. It represents the interests of the growing number of people with diabetes and those at risk. The Federation has been leading the global diabetes community since 1950. Mario Fetz, IDF Director of External Relations will join the walk in UAE to support the Beat Diabetes initiative. 

Awareness is the first step in the battle against diabetes. With this objective the Beat Diabetes initiative works towards making people alert about the growing diabetes epidemic across the world. In order to mitigate risks caused by late diagnosis of the condition, diabetes testing centres will be set up at multiple locations across the Group's retail network to administer free blood glucose test for the community during the walkathon. 

Landmark Group will also be a part of the World Diabetes Day Monument Challenge, where over 1000 buildings across the world are lit in blue on November 14th to mark World Diabetes Day. In UAE the Oasis Centre will participate in the challenge also, various other awareness activities will be conducted inside the mall to promote healthy living. 

Renuka Jagtiani, Vice Chairperson Landmark Group, said: "At the Landmark Group, our commitment towards spreading awareness on diabetes has grown manifold over the last few years. There is a drastic increase in the number of people suffering from diabetes worldwide and this can be abated by maintaining a healthy lifestyle. We would like to spread this message through the campaign and encourage people to embrace healthy eating habits, exercise every day and additionally get regularly tested for the condition." 

Wasim Akram who flagged off the walkathon in 2010, said: "Diabetes is growing at an alarming rate and there is a significant lack of knowledge about the condition. Living with diabetes is a daily battle that constantly needs individuals to maintain and monitor their progress and lifestyle. Knowledge and understanding of the condition is crucial in the fight to beat diabetes" 

Akram's personal battle with diabetes has been an inspiration to numerous individuals across the region. The role model cited his disciplined lifestyle and a concerted effort to observe a healthy diet as the key factors that have helped him cope with the disease. 

In 2010, the Landmark Group's 'Beat Diabetes' walkathon attracted over 25,000 people and over 30,000 people were administered free blood glucose test across six countries. With an ardent belief that creating awareness is crucial to take control of diabetes the Group continues to undertake various activities year round to "Beat Diabetes"

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