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.
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UAE adventurers conquer grueling challenge to alert nation to fatal disease
- United Arab Emirates: Thursday, November 01 - 2007 at 14:09
- PRESS RELEASE
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A team of 16 UAE residents have returned from an inspiring journey to Jordan, stretching their physical and mental abilities, to create awareness for the silent diabetes epidemic sweeping across the Emirates.
Jewels of Arabia challenge team.
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Posted by Lara Lynn Golden, News EditorThursday, November 01 - 2007 at 14:09 UAE local time (GMT+4)
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Notes and Media Contacts »
Press Contact:
Emma Scanlan - d'Events PR
Tel: +9714 331 1104
Fax: +9714 331 6612
About Ibn Battuta Mall
Ibn Battuta Mall is located adjacent to Sheikh Zayed Road between Interchanges 5 and 6. The Mall combines retail, entertainment, restaurant and family activities all within a uniquely themed environment.
The inspiration for the theme of Ibn Battuta Mall is the travels of the legendary Arab explorer Ibn Battuta. The unique design of the shopping mall and separately themed courts are based on his travels through Asia and the Middle East.
Each of the six courts is themed on a country and a shopping zone to reflect Ibn Battuta's travels through Andalusia, Tunisia, Egypt, Persia, India and China. The spacious Mall, covering an area of 1.2 million square feet, offers a charming mix of shopping outlets, specialty shops, restaurants, a hypermarket and a cinema Megaplex featuring the UAE's first IMAX theatre. Parking space has been allocated for more than 5,000 cars, taking the total site space up to 5.4 million square feet.
About World Diabetes Day
On December 20 2006, the General Assembly of the United Nations passed a landmark Resolution recognizing diabetes as a chronic, debilitating and costly disease. The Resolution designates World Diabetes Day as a United Nations Day to be observed every year starting in 2007.
The UN Resolution makes World Diabetes Day stronger than ever and provides the opportunity for a significant increase in the visibility of the campaign and an increase in government and media participation on or around November 14. The Resolution will ensure even greater reach for awareness-raising activities throughout the diabetes world.
The theme of this year's World Diabetes Day campaign is Diabetes in Children and Adolescents. Diabetes is one of the most common chronic diseases of childhood. It can strike children at any age, including pre-school children and even toddlers. Yet diabetes in children is often diagnosed late, when the child has diabetic ketoacidosis (DKA), or it is misdiagnosed completely. In many parts of the world, insulin, the main life-saving medication that children with diabetes need to survive, is not available (or is available but remains inaccessible for reasons of economy, geography or constraints on supply). As a consequence, many children die of diabetes, particularly in low and middle-income countries. Those closest to the child - family, school staff, family doctor - may not be aware of the ominous signs. The World Diabetes Day 2007 and 2008 campaigns set out to challenge this and firmly establish the message that 'no child should die of diabetes'.
About Mountain High
Mountain High was founded in November 2003 by Julie Amer, a British Sports Science degree graduate with an insatiable passion for people and wild places. After 20 years in the health, fitness and sports management industry Julie discovered a bigger playground to run wild in - mountains, oceans, rivers, forests, deserts and jungles !
Julie's goal is to encourage, inspire and motivate as many people as possible to step out of their comfort zone, take charge of their health and well being and discover their true potential by connecting with nature and living their wildest dreams through adventure travel and challenges in the great outdoors.
For more information, please visit www.mountainhighme.com
Emma Scanlan - d'Events PR
Tel: +9714 331 1104
Fax: +9714 331 6612
About Ibn Battuta Mall
Ibn Battuta Mall is located adjacent to Sheikh Zayed Road between Interchanges 5 and 6. The Mall combines retail, entertainment, restaurant and family activities all within a uniquely themed environment.
The inspiration for the theme of Ibn Battuta Mall is the travels of the legendary Arab explorer Ibn Battuta. The unique design of the shopping mall and separately themed courts are based on his travels through Asia and the Middle East.
Each of the six courts is themed on a country and a shopping zone to reflect Ibn Battuta's travels through Andalusia, Tunisia, Egypt, Persia, India and China. The spacious Mall, covering an area of 1.2 million square feet, offers a charming mix of shopping outlets, specialty shops, restaurants, a hypermarket and a cinema Megaplex featuring the UAE's first IMAX theatre. Parking space has been allocated for more than 5,000 cars, taking the total site space up to 5.4 million square feet.
About World Diabetes Day
On December 20 2006, the General Assembly of the United Nations passed a landmark Resolution recognizing diabetes as a chronic, debilitating and costly disease. The Resolution designates World Diabetes Day as a United Nations Day to be observed every year starting in 2007.
The UN Resolution makes World Diabetes Day stronger than ever and provides the opportunity for a significant increase in the visibility of the campaign and an increase in government and media participation on or around November 14. The Resolution will ensure even greater reach for awareness-raising activities throughout the diabetes world.
The theme of this year's World Diabetes Day campaign is Diabetes in Children and Adolescents. Diabetes is one of the most common chronic diseases of childhood. It can strike children at any age, including pre-school children and even toddlers. Yet diabetes in children is often diagnosed late, when the child has diabetic ketoacidosis (DKA), or it is misdiagnosed completely. In many parts of the world, insulin, the main life-saving medication that children with diabetes need to survive, is not available (or is available but remains inaccessible for reasons of economy, geography or constraints on supply). As a consequence, many children die of diabetes, particularly in low and middle-income countries. Those closest to the child - family, school staff, family doctor - may not be aware of the ominous signs. The World Diabetes Day 2007 and 2008 campaigns set out to challenge this and firmly establish the message that 'no child should die of diabetes'.
About Mountain High
Mountain High was founded in November 2003 by Julie Amer, a British Sports Science degree graduate with an insatiable passion for people and wild places. After 20 years in the health, fitness and sports management industry Julie discovered a bigger playground to run wild in - mountains, oceans, rivers, forests, deserts and jungles !
Julie's goal is to encourage, inspire and motivate as many people as possible to step out of their comfort zone, take charge of their health and well being and discover their true potential by connecting with nature and living their wildest dreams through adventure travel and challenges in the great outdoors.
For more information, please visit www.mountainhighme.com
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