: 07 Sep 2011
Landmark Group, the region's leading retail and hospitality conglomerate, today announced it has inked a three-year renewable partnership with International Diabetes Federation (IDF), becoming the organisation's first retail corporate supporter partner.
Under the agreement, the Landmark Group will extend support to IDF through its corporate social responsibility (CSR) initiative, Beat Diabetes.
Landmark Group's partnership with IDF will also position the Group as the 'Official Partner of World Diabetes Day'.
Since its launch in 2009, Beat Diabetes has conducted several initiatives to spread awareness about diabetes, particularly Type 2. Besides awareness walkathons across six countries, over 35,000 individuals have benefited from free blood glucose tests to date.
Renuka Jagtiani, Vice-Chairperson, Landmark Group, who personally oversees the group's CSR initiatives, said: "Beat Diabetes was launched in response to the alarming statistics of the incidence of type 2 diabetes in the region. It is clearly a lifestyle-based condition that has been increasing exponentially in the Middle East. Approximately half of the patients with type 2 diabetes are unaware of their condition, making awareness the first step towards tackling this issue.
"We are confident about impacting the lives of individuals through enabling them to take control of their lives. The acknowledgement by IDF in making us a corporate supporter lends credibility to our effort in this direction."
IDF is a global entity associated with the Department of Public Information of the United Nations and is in official relations with the World Health Organization. Since its inception in 1950, IDF has brought together 220 national diabetes associations with over two million members in more than 160 countries. Its mission is to promote diabetes care, prevention and a cure worldwide.
Mario Fetz, IDF Director of External Relations, said: "The Middle East and North Africa (MENA) has seen an explosion of diabetes in recent times. We estimate that over 26.6 million people are living with diabetes in the region and this figure is expected to double in the next 20 years. We are happy to bring Landmark Group on board as a partner for its capacity to influence communities across the region and experience in launching a successful initiative to raise awareness about diabetes."
The UAE has the second highest prevalence of diabetes in the world with five Middle East countries among the top 10 worldwide.
Landmark Group's initiatives under the 'Beat Diabetes' umbrella include the 'Beat Diabetes. Join the Walk' event, conducted annually across a few countries where the group has a presence, the 'Beat Diabetes, Take the Test' initiative which extends free blood glucose testing for people at numerous significant events, the 'Beat Diabetes, Get Active' initiative which inspires people to exercise regularly and the 'Beat Diabetes, Eat Healthy' initiative that has been launched recently to assist the community make informed choices for a healthier diet.