'Joy of Movement' campaign launched

Statistics from a recent study in the UAE reveal that 65% of UAE residents suffer from lower back or neck pain due to a lack of physical movement and incorrect sleeping posture.

With at least two to three hours on the road and an additional seven to eight hours seated in front of a computer every weekday, office-based workers are likely to experience lower back or neck pain. This is true for those staying in the Karama-Bur Dubai-Deira districts and working in Dubai Media City and Jebel Ali.

The 212,867 new vehicles registered last year have considerably contributed to the already worsening traffic situation in Dubai. Coupled with the continuous high level of public and private sector construction activities, the Dubai's 1.422 million residents will have to acknowledge the horrendous traffic as part of their daily living.

Further studies show that 78% of males and 86% of females in the UAE do not participate in any regular exercise.

Voltaren Emulgel for Novartis Consumer Health initiated the campaign through the firm's information and demonstration booth installed temporarily at the Deira City Centre and Mall of the Emirates.

The campaign is being highlighted by two yoga masters manipulating their bodies into elaborate yoga positions and demonstrations of flexibility.

George Wagih, category Marketing manager of Voltaren Emulgel (Novartis Consumer Health), said "After the huge success of the Joy of Movement campaign in other Dubai regions, we decided to expand to reach more people, and raise greater awareness of the health problems caused by a lack of physical movement - such as lower back and neck pain."

Voltaren Emulgel is available over-the-counter and helps tackle neck and back pain, as well as sports injury pain. Unlike other topical pain relief, Voltaren Emulgel reduces swelling, combats inflammation and acts on the cause of the pain.