Ibn Battuta Mall represents voice of hope for future generations

Diabetes is a growing health problem which affects 246 million people globally. Medical reports suggest the UAE ranks number two in the world, second only to the tiny pacific island of Nauru, with nearly one in five of the population affected by diabetes..

The two-month campaign will see a series of initiatives hosted by the mall leading up to World Diabetes Day on November 14, including the co sponsorship of the "Jewels of Arabia" diabetes awareness challenge in Jordan. The challenge is open to men and women of all nationalities and represents a unique opportunity for participants to be active roving ambassadors in the quest for health.

Sandy Mercer, Head of Marketing, Nakheel Retail, said: "The launch of this diabetes campaign is a significant initiative for Ibn Battuta Mall as it represents our long term commitment to supporting major lifestyle community programmes.

"We chose to align with this cause due to the growing recognition of the chronic disease across the country. By building awareness of World Diabetes Day on 14 November and supporting the Jewels of Arabia expedition to Jordan, we hope to follow in the footsteps of Ibn Battuta's journey and spread the messages of health, adventure and the discovery of wellbeing."

The "Jewels of Arabia" challenge, to be held in October, has been created by Dubai-based adventurer Julie Amer, who earlier this year led the first all female multi-national team from the UAE to complete an Arctic expedition to Svalbard to support breast cancer awareness.

"The Jewels of Arabia expedition will be based on the three advocates required to reduce the rate of diabetes and other health risks associated with the disease; the need for Awareness, Education and Prevention. Without continued intervention and awareness efforts, the number of diabetes cases will continue to increase," said Julie Amer of Mountain High.

"The challenge in Jordan is a great kick start to the awareness campaign and the team, which includes a diabetic, are looking forward to acting as roving ambassadors for the cause. We are delighted to team up with Ibn Batutta Mall in the spirit of adventure and look forward to the events following the challenge leading up to World Diabetes Day on the 14th November " added Julie.

The challenge will take place in the Hashemite Kingdom of Jordan and cover Amman, Aqaba, Wadi Rum, Petra and the Dead Sea over six days and five nights of adventure, starting October 15.

Four teams of four will have to complete a series of challenges across breathtaking terrains, seek the hidden pots containing the knowledge to save the world from one of the greatest health challenges - diabetes.

The Ibn Battuta Mall diabetes awareness campaign will form part of annual community and education programmes aimed at raising awareness of different causes in the UAE and emphasizing the importance of a healthy, active lifestyle and early diagnosis to help save lives.

Ibn Battuta Mall prides itself on an excellent health and fitness offering in the mall, including Fitness First, the worlds largest fitness centre brand, Go Sports retail outlet, as well as numerous health food stores.