Dubai against diabetes - moving a nation - rallies local community support

DHA launches UAE’s largest diabetes awareness campaign to drastically reduce prevalence and change attitudes

Dubai, UAE, 11 November 2014:  In recognition of the increasing health problems of Diabetes, Dubai Health Authority set-up the Diabetes Combat and Control Committee (DCCC) earlier this summer.  Working with the various departments of the DHA, the DCCC has created a program which will seriously tackle the growing prevalence of Diabetes in the UAE.

Entitled the Dubai Against Diabetes, the initiative will launch the ‘Stay Strong’ campaign. DHA joined forces with healthcare communications agency Benchmark Middle East to power this innovative program. The support of pharmaceutical companies played a vital role in making this possible.

The first action of the program is the launch of the Dubai Against Diabetes campaign to raise awareness of diabetes, which affects approximately 20% of the population in the UAE. 

The Dubai Against Diabetes campaign will highlight the difficulties that people with diabetes face in everyday life and provide them with the tools to improve their quality of life, even for those with advanced diabetes.  The campaign will also target people with undiagnosed diabetes and urge them to make positive lifestyle changes in an attempt to prevent the progression of their condition to diabetes.

To support the campaign, Dubai Against Diabetes is encouraging UAE residents to download and take part in the ‘Stay Strong” App Challenge.  The mobile phone app is a fun and competitive experience which can be shared with family and friends, but requires persistence and motivation to keep going.  Playing this addictive game and sharing your scores will ultimately support the local diabetes community by spreading our message.
The challenge is straightforward to play; each participant must record the most finger taps on their mobile device in 60 seconds.  It sounds easy, but it isn’t. Experts have predicted that within 30 seconds, most people will feel like giving up.  It was created to show people that living with diabetes is not easy, it requires persistence and strength from both the person with the condition and their loved ones.

The app, which already sits within the top ten downloads in the UAE’s health and fitness rankings, can be downloaded for Apple and Android devices, and then shared with family and friends through social networks such as Facebook and Twitter using the hashtag #StayStrongCircle.
 
In sharing the game and growing individual communities, the campaign grows the online diabetes community and inspires people to support the cause.  Just one of the app’s goals is to reach the number one spot in the country’s health and fitness downloads.

Dr. Fatheya Al Awadi, Chairperson of the Diabetes Combat and Control Committee at the Dubai Health Authority said: “Diabetes is quickly becoming the greatest health challenge facing the world because our lifestyles have changed dramatically in recent years.  The amount of daily exercise we do has decreased and yet our sugar intake and consumption of foods with poor nutritional value has increased.

“The Dubai Health Authority is very concerned - about the prevalence of diabetes in the UAE and over the years we have expanded and focussed our care towards detecting diabetes early on as well as managing the health of those with diabetes.  This year, we are working with Benchmark Middle East and the pharmaceutical industry - to help us raise community awareness of the causes and threats associated with diabetes, and inform people on how to prevent or combat the disease by adopting, and maintaining, a healthy lifestyle.”

The World Health Organisation (WHO) predicts that diabetes will be the seventh leading cause of death by 2030.  A regular nutritional diet, daily physical activity, maintaining a healthy body weight and BMI, and avoiding tobacco use can prevent, or delay the onset of diabetes.

Mohamed Hammad, Founder and Managing Director at Benchmark Middle East, FZ-LLC, said: “Our mission at Benchmark is to change lives through inspirational healthcare communication and we are constantly seeking ways in which to engage with local communities in order to achieve behavioural change and promote the best lifestyle choices.

“We are honoured to be working with the Dubai Health Authority and the pharmaceutical industry on such a worthwhile cause and are ready to inspire our nation to get moving and get healthy.

“We are now calling on schools, universities, sports clubs, businesses and the general public to join the online Dubai Against Diabetes community by downloading the app and playing this fun, addictive challenge with friends, colleagues and family.

“With the rapid diagnosis increase worldwide in the recent years, it is essential we take responsibility and spread awareness.  Last year, it was reported that almost 750,000 people were living with diabetes in the UAE.”