Landmark Group, the region’s leading retail and hospitality conglomerate, today announced that it has flagged off the annual Beat Diabetes initiative virtually. 

In the absence of the physical Beat Diabetes Walk that takes place every year, Landmark Group’s Beat Diabetes initiative in 2020 runs online via the ‘Take the Pledge’ campaign that aims to continue raising awareness about the condition and inspiring the public to lead a healthier lifestyle.  

As part of the ‘Take the Pledge’ initiative, the Group is calling on communities across the region to make a commitment towards the three pillars of diabetes management – Get Active by clocking 10,000 steps a day, Eat Healthy by reducing sugars and processed foods, and monitor blood sugar and pressure levels by Taking the Test. 

Speaking on the significance of the initiative this year, Renuka Jagtiani, Chairwoman and CEO of Landmark Group, said: “Each year, we have seen thousands of participants coming together to raise awareness about the condition through our Beat Diabetes initiative. This year too, we are pleased to continue the initiative in a virtual format to give our communities the opportunity to take the pledge for good health no matter where they are, and collectively raise diabetes awareness. We encourage people across the region to join us in the commitment towards a healthy lifestyle by taking on the pledge to clock 10,000 steps a day, reduce the consumption of sugars and processed food, and monitor blood sugar levels regularly – three simple steps that go a long way in controlling diabetes. 

“The Beat Diabetes initiative will also continue to work with its longstanding partner Dubai Sports Council to advance the fitness and health focus of the region.” 

According to statistics from the International Diabetes Federation (IDF), 55 million adults suffer from the condition across the MENA region. This figure is estimated to double by 2045. Given the rising prevalence of diabetes in the region owing to poor lifestyle habits of a large segment of the population, there is an urgent need to encourage healthy living. Furthermore, in the context of the complications that diabetic patients face from the coronavirus, it is vital for them to follow a healthy diet and exercise regime.  

The Group is also collaborating with Emirates Diabetes Society to offer expert tips on managing diabetes effectively. 

In a bid to combat the increasing incidence of diabetes in the region, Landmark Group has rolled out various activations to help residents get started on their journey to better health.  

Take the Pledge: Communities across the region can visit www.beatdiabetes.me or Landmark Group’s social media platforms to ‘Take the Pledge’ to make a conscious effort and commitment to better health. All registered participants will enter a draw for a chance to win prizes at the end of the campaign. 

Get Tested: One of the key objectives of the Beat Diabetes initiative is to enhance awareness and encourage the community to routinely get tested for blood sugar and learn about the associated risks of the condition.  

To achieve this priority, Landmark Group is working with leading healthcare partner Aster Clinics to conduct free blood glucose tests from 26 to 28 November at Oasis Mall in Dubai. 

According to IDF, of the 34 million people affected by diabetes in the MENA region, nearly 50 per cent were undiagnosed, and therefore at considerable risk of diabetes complications and poor health outcomes.  

Support the Cause: Landmark Group will also be raising funds across its extensive network of brand outlets in the GCC region in support of Al Jalila Foundation, a global not-for–profit organisation established by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. All proceeds from the fund-raising initiative will contribute towards diabetes research, awareness and care. Since 2014, the Group has raised over AED3 million that has helped fund 15 research studies.  

To stay updated on the Beat Diabetes initiative and related activities, please follow the Beat Diabetes social media handles: 

• Facebook: www.facebook.com/beatdiabetes   

• Instagram: @beat.diabetes