As part of Ibn Battuta Mall’s diabetes awareness initiatives leading up to World Diabetes Day on November 14, the mall sponsored the challenge and two team members chosen from a search with Fitness First to identify active role models for the disease.
Each year more than 3.8 million people die from diabetes-related causes with one death occurring every 10 seconds. The ‘Jewels of Arabia’ challenge, led by Dubai-based adventurer Julie Amer, was a project to use as a platform to spread knowledge about diabetes and its complications to the UAE.
The challenge was based on a treasure hunt for hidden pots containing messages relating to diabetes, that were placed across Amaan, Aqaba, Wadi Rum, Petra and near the Dead Sea. To find the pots, the team had to kayak, snorkel, drive on and off road, ride and guide camels, sand-ski and climb the 1870 metre peak Jebel Um Adaami.
The team, including its youngest member 22 year-old Emirati Ahmed Al Marri, formed a human circle in the Dead Sea to symbolize the International Diabetes Federation official blue logo for World Diabetes Day and express their commitment as advocates for the disease.
Sandy Mercer, Head of Marketing, Nakheel Retail commented on the adventure: “We chose to sponsor the Jewels of Arabia challenge to promote good health though an active lifestyle and for our visitors to learn the dangers of diabetes and the importance of addressing it early”.
Ibn Battuta Mall recently launched the ‘Unite for Diabetes’ Awareness Centre in the mall’s China Court, in partnership with the Ministry of Health, UAE and the Jebel Ali Hospital, in the lead up to World Diabetes Day on November 14.
In less than ten days, over 2000 visitors have taken advantage of the complimentary services and diabetes testing including free blood sugar, blood pressure and body mass index check up services.
Diabetes is a global problem with devastating human, social and economic impact. Today more than 245 million people worldwide are living with diabetes. By 2025 this total is expected to increase to over 380 million people. Each year another 7 million people develop diabetes.
Thursday, November 1- 2007 @ 14:09 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.