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Step Up for Life Initiative includes National Singing Competition, Free Screenings, Giveaways Dubai, December 10th:Last month, OneTouch® launched a groundbreaking awareness-building initiative across the MENA region, the ‘Step up for Life’ campaign - in honor of Diabetes Awareness Month and the35 milliondiabetes patients living in the Middle East and North Africa . This December 12th, the campaign culminates with a finale event, free screenings, access to diabetes, nutrition, fitness and lifestyle experts. Event participants will also have the opportunity to be featured in OneTouch’s new music videobeing filmed at the Beat Diabetes Walkathon in Zabeel Park. TheMENA region has the world’s highest comparative prevalence ofdiabetes in adults (10.9%) , and the UAE ranks 16thin the world with 19%of its population affected by diabetes . “It’s estimated that 48% of people living with diabetes in the Middle East and North Africa today are undiagnosed , so awareness is crucially important. Further, once a patient has been diagnosed with the disease, diabetes management requires commitment to a healthy lifestyle, and regular self-monitoring to maintain safe blood sugar levels,” Dr. Bruno Blanchon, Consultant physician/Endocrinologist at the Dubai Diabetes Center, Dubai Health Authority. “With the Step Up for Life Initiative, OneTouch® hopes to dispel myths about diabetes, raise awareness about a healthier lifestyle and support both people with diabetes and their family members. The Step Up for Life campaign’s innovative and emotional hook - a singing competition for those wishing to bring awareness to the disease - has been the center of this education campaign, and one of the reasons for its success.”
“The Step Up for Life campaign asks everyone to join together to help create awareness of this disease directly affecting almost 2 in 10peopleliving in the UAE, said Kris Fade. “Step Up and OneTouch®asked the UAEand rest of the region to use the gift of song to step up and sing for diabetes awareness in a region-wide singing competition hosted online and in the Step Up For Life Singing Bus. The competition culminates at an interactive and fun finale event at the Beat Diabetes Walkathon where finalists will perform, winners will be announced, and peoplehave the chance to receive free blood glucose screenings, get advice from diabetes, fitness, nutrition and lifestyle specialists and be inspired by the talent of so many affected by diabetes.” The Step Up for Life initiative centered on the ‘Step up for Life’ singing competition, where UAE residents, and others across the region,were asked to step up, be heard, and make an impact for loved ones and friends living with diabetes. OneTouch® sponsored the “Singing Bus”, a singing competition on wheels, where UAE residents have been singing for a cause all November long. For those unable to make it to the bus, participants uploaded their singing submissions online or via WhatsApp. Prior to the finale event on December 12th, all entries can be viewed and favorite entries can be voted on, via the Step Up for Life microsite www.stepupforlife.com. The finalists will perform live at the Beat Diabetes walkathon at Zabeel Park, Dubai on December 12th 2014, in an event hosted by Kris Fade, following which one competition winner will be announced.Visitors to the OneTouch® village will also have an opportunity to be audience members at a live episode of the Arabic SuperMom Show, being filmed at the One Touch® Village. UAE residents should visit OneTouch® at the Beat Diabetes walkathon in the OneTouch® village to get healthy living guidance from fitness experts, healthy eating tips from nutrition experts, and blood glucose screenings from diabetes educators and healthcare providers, courtesy of Lifescan OneTouch®. Attendees will be introduced to OneTouch®’sLamasat Programme - which offers practical knowledge and tools to diabetes patients and their caregivers to help lead a fulfilling lifestyle with diabetes. For information on diabetes care and OneTouch® products and services, visit http://www.lifescanmea.com/. For information on the LamasatProgramme, visit http://www.4cprogramme.com.
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