UAE’s retail players to Unite for Diabetes

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JONES: Average Dubai resident’s life lacks regular physical activity.

Dubai's Ibn Battuta Mall has announced its Unite for Diabetes campaign, officially endorsed by the UAE's Ministry of Health, will incorporate the efforts of FMCG player Al Ain Mineral Water this month.

The brand will offer samples of its recently launched flavoured water, its water with added fluoride aimed at children and its regular variant to shoppers, to promote the importance of regular water intake.

To be held from November 10 to 15, the campaign will focus on measures to counter the rising rate of diabetes among adults and children by advocating ‘Healthy Lifestyle, Healthy Living and Healthy Eating'.

Ibn Battuta Mall, in association with Jebel Ali Hospital and Ex Health, is partnership with Al Ain Water and Fitness First to help educate shoppers.

"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," said Marc Jones, Marketing Manager, Ibn Battuta Mall.

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," he added.

In line with the campaign, Ibn Battuta Mall is striving 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 at China Court. During the campaign, activities including live cooking, sports simulators and exercise demos will be targeted at children visiting the mall.

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