ANLENE to launch four week road show to tackle osteoporosis

In this regard ANLENE, specialized milk for women, will launch a free-bone scanning road show in the UAE. The campaign will kick-off in the second week of October targeting nationals, Arab and non-Arab expatriates living in Dubai, Sharjah and Abu Dhabi.

ANLENE is the only food brand that is supported by the International Osteoporosis Foundation (IOF), and has been an active member in leading campaigns against osteoporosis in 14 countries around the world since 1991.

Following on from the success of last years ANLENE Bone Health Check, this years' campaign aims at screening above 25,000 individuals across the three emirates. In the month of October specially trained staff will set up osteoporosis screening booths at a number of government offices, private corporations and malls to ensure inclusion of all nationalities across the board.

"There are 2 aims to the ANLENE campaign; first we need to continue to collect more data on the prevalence of osteoporosis in the UAE, second, is to raise awareness, especially to women, of the importance of early screening and detection in order to prevent or treat the disease at its onset." said Yauwanan Wigneswaran, Brand Manager, ANLENE. "Unlike regular adult milk, ANLENE is complete with essential nutrients such as calcium and vitamin D, but also has a bioactive ingredient called PHYTO K which locks these nutrients into the bone."

Osteoporosis, a skeletal disorder characterized by weakened bones leading to an increased risk of fracture, is a major cause of disability, loss of independence, and in some cases leading to death. In the UAE it is estimated that 70% of post menopausal women have low bone mass. Possible reasons for this high prevalence rate are; low calcium intake leading to a lower peak bone mass, low physical activity and, high prevalence of Vitamin D deficiency.

According to the U.S Department of Health and Human Services, Bone Health and Osteoporosis, 2004, almost 20% of women who experience a hip fracture die within 1 year.

"Approximately 80% of post-menopausal Emirati women suffer from Vitamin D deficiency and this number is on the rise. Osteoporosis does not have clear symptoms, sometimes a fracture is the first sign and by then, the damage has already been done and is very difficult to reverse. Regular Bone Mass Density checks and an adequate supply of calcium, are preventative measures that should be on top of the list of priorities for every woman."

said Dr. Humeira Badsha, Specialist Rheumatologist, Dubai Bone & Joint Center.