Jordan activity challenge launches to promote better bones

The 3B Jordan Challenge, which will be held between 7th and 16th April 2004, in the Hashemite Kingdom of Jordan, incorporates an all female team with ages ranging from 19 to 68 that originate from nine countries including India, Morocco, Lebanon, Zimbabwe, New Zealand and Norway. Including activities such as trekking, mountain biking, rock climbing, snorkelling and sky diving, the Challenge team will be stepping in and out of their comfort zone as they experience various modes of crossing the diverse terrain Jordan has to offer.

In aid of the recently launched 3B (Better Bone Belt) campaign, the exciting trip was developed by Challenge Directors Julie Amer and Jannike Moe Rickett, who were also Founders and Directors of last year's successful Everest Women's Challenge.

Julie Amer said, "Jannike and myself are delighted to have had the opportunity to work together again on this project. Over the last 4 months we have met some wonderful people who share our passion, values and enthusiasm for this positive community health campaign and have given us tremendous support enabling us to bring our challenge dreams to reality."

Jannike Moe Rickett said, "Words cannot begin to express our gratitude to the people who have made this all possible. With the backing of our key sponsor - Almarai, key partner - Land Rover, and support sponsors Giant and J.W. Marriott, all of the 24 women on the trip have a unique opportunity to be active ambassadors for the 3B campaign, to make a real impact and leave a legacy that will make a real difference to the bone health and lives of many generations to come."

3B (Better Bone Belt) has been initiated by the UAE's National Alliance for Osteoporosis, with a view to increasing awareness of the brittle bone disease in the UAE. 3B has, and will continue to communicate, that the risk of developing Osteoporosis can be minimised through simple steps such as specific diets and exercises.

Berna Ramey of Promax said, "Osteoporosis touches 1 in 3 women over the age of 50 causing pain, disability, loss of independent and even death. The 3B Better Bone Belt campaign is putting osteoporosis in the forefront of health issues in the UAE. All our efforts are geared towards making thousands and thousands of mothers and grandmothers aware about the debilitating impact of osteoporosis in their lives and the treatment options that are available to help them. Osteoporosis is a treatable disease and the key towards battling this silent bone thief is prevention, treatment and awareness. Prevention actually starts when a woman spends as little as 10 seconds of her time getting tested and diagnosed. Ten seconds can save a woman's life and a thousand more.

"That is why since 3B's launch in July 2003, the alliance has dedicated itself in organizing events and activities that not only educate the public about the osteoporosis but conduct actual bone density testing and diagnosis as well. Our recent free bone density tests conducted all over UAE revealed that out of the 2,500 women who were screen for osteoporosis, over 50 percent are already osteopenic. What we wish to accomplish in the following months is to be able to gather enough funds to buy DEXA machine to offer free bone density scan to the public on a regular basis. The 3B Jordan Challenge is one of the various activities of the alliance that is set to give 3B a more active personality."

The 3B Jordan Challenge has been fully supported by Almarai Company Limited, who is the key sponsor of the activity. As the region's largest dairy producer, Almarai has a close affinity with the prevention of Osteoporosis and believes that raising awareness of the disease through exciting projects such as this is imperative in this region.

John O'Kelly, Marketing Manager of Almarai said, "The prevention of Osteoporosis is something that is very close to Almarai's hearts. We acknowledge this the disease is major problem for the older generation, but the risk of Osteoporosis can be reduced through consumption of dairy products such as milk, cheese and yoghurt, particularly when it is started early on in life. Almarai has dedicated much of its resources to encouraging youngsters to begin their road to a lifetime of calcium consumption, through health awareness initiatives across the GCC. We also want to say, "Its never too late to start!" so an initiative such as this, which appeals to women of all ages is a perfect platform to do this. We wish them luck and pledge our on-going support to the 3B Jordan Challenge."

Training for the Challenge has already begun with activities such as regular outdoor circuit training sessions at Le Meridien Mina Seyahi, 4WD training with Land Rover, team building activities courtesy of ABAMI , and bike maintenance workshops/ training courtesy of Dubike who have provided 24 GIANT mountain bikes for the team.

Fadi Abu Dahar and Ali Baraadi, joint partners of Dubike said " We are delighted to support the team with bikes and training sessions, it's great to be involved with such a positive community health campaign and we wish the team all the best in Jordan "

Land Rover is supporting the Challenge by providing a total of six Freelanders for the trip, along with a mobile vehicle support unit. Marcelle Safar, Marketing Assistant, Land Rover Middle East & Africa, said " We are very proud to be part of this exciting and challenging event that will help create awareness about osteoporosis in the Gulf. This initiative further reiterates Land Rover's ongoing commitment to the community and we are very pleased to be able to contribute to such a worthy cause and hope it will be a very rewarding and memorable adventure for the 3B Challenge team."

The Challenge team will also be attending weekend camp outs, treks, rock climbing, kayaking, snorkelling and horseback riding sessions, to prepare them and build up their fitness levels for the activities that lie ahead.

Julie Amer concluded, " The real adrenaline high and test of courage will be the tandem sky dive planned for the 9th April over Wadi Rum, training for which will be done on the actual day with our instructors. There will be a few surprises over the 10 days and 9 nights - off the itinerary adventures that we will share with you upon our return - the team can look forward to the thrill of expecting the unexpected!"