Majid Al Futtaim Launches Month-long Initiative to Raise Awareness on Cardiovascular Health

Dubai, UAE: In line with the ongoing commitment to engaging the community through sustainable initiatives, Majid Al Futtaim—the leading shopping mall, retail and leisure pioneer across the Middle East and North Africa—today launched its very own regional health awareness platform in partnership with the UAE Ministry of Health and City Centre Clinic. The initiative will help raise awareness on cardiovascular health, with a special focus on women, in the UAE and the wider region from May 8 - June 12, 2015.

The theme of the campaign—‘Feel the Beat’—was chosen as it refers to the sound of a heartbeat while also referring to music, which can be a great companion when it comes to getting motivation in adopting a healthy lifestyle and exercising. ‘Feel the Beat’ initiative will see Majid Al Futtaim offer preventative heart health testing for women across its 14 shopping malls in five countries.

“Cardiovascular diseases (CVD) have emerged as the leading cause of death in most countries in the Middle East, causing 45% of early deaths in the Gulf region, and women are not spared despite the common beliefs that this concerns more men. The ‘Feel the Beat’ campaign platform will bridge knowledge gaps, support governments as well as health care professionals in raising awareness, especially with women, and enable our communities to stem the rising tide of cardiovascular diseases. The UAE Ministry of Health is proud to collaborate with Majid Al Futtaim on this campaign across the United Arab Emirates,” said Dr. Saud Abdelaziz Taymoor , Cardiac surgeon specialist , Al Qassimi Hospital.

“One of Majid Al Futtaim’s key objectives is to serve our communities through innovation, going beyond the shopping experience, to create great moments, for everyone, everyday. ‘Feel the Beat’ is a fully-owned health awareness campaign that empowers our female visitors to make more informed decisions about their health simply by getting screened at our shopping and lifestyle destinations throughout the region,” said Fuad Mansoor Sharaf, Senior Director, Property Management – Shopping Malls for Majid Al Futtaim – Properties.  

“Cardiovascular disease is the leading cause of death in the developing world, with hypertension and diabetes being the most common risk factors. Obesity, inactivity, smoking habits and poor dietary choices with high consumption of snacks, fatty foods, sugar, and fast food are also risk factors. Education and awareness campaigns are crucial in the Gulf region to manage the risk of cardiovascular disease. ‘Feel the Beat’ by Majid Al Futtaim, in partnership with the Ministry of Health and City Centre Clinic, will help promote health and well-being through preventative health and early detection of serious health diseases,” said Omar Al Shunnar, CEO of Majid Al Futtaim Healthcare.

‘Feel the Beat’ is a month-long, annual platform and visitors in five countries in 14 shopping malls will have access to preventative testing and professional health advice to prevent cardiovascular diseases.  Participating malls in the UAE include Mall of the Emirates, City Centre Mirdif; City Centre Deira; City Centre Ajman; City Centre Fujairah; My City Centre, Nasseriya and City Centre Sharjah. Shoppers may also participate in screening locations at City Centre Bahrain; City Centre Muscat and City Centre Qurum in Oman, City Centre Alexandria and City Centre Maadi in Egypt, and City Centre Beirut in Lebanon.  

All shopping malls have allocated areas to host medical professionals who will administer complimentary testing and conduct checkups for women, aiming to raise awareness on cardiovascular health. At each designated location, visitors can check their blood pressure, blood sugar and Body Mass Index (BMI) to determine if they are at risk for heart diseases and if they should follow-up with more extensive examination.  Majid Al Futtaim has partnered with UAE Ministry of Health and City Centre Clinic in the UAE; King Hamad University Hospital in Bahrain; Oman Medical Specialty Board in Oman; American University of Beirut in Lebanon and Canadian Cardiac Care in Egypt.   

Women are encouraged to visit the following Majid Al Futtaim shopping malls across the UAE for testing and checkups: 

• May 8-9 Mall of the Emirates                           
• May 22-23 City Centre, Mirdif                             
• May 15-16 City Centre Deira                               
• May 29-30 City Centre Sharjah                           
• June 5-6 City Centre Fujairah                           
• May 15-16 City Centre Ajman                             
• June 12 Matajer
• May 28-29 My City Centre Nasseriya     

Majid Al Futtaim will also be conducting complimentary heart health testing across the region:

Bahrain

• May 29-30       City Centre Bahrain

Oman

• May 22-23       City Centre Muscat 
• May 29-30       City Centre Qurum

Lebanon

•  May 21-23      City Centre Beirut

Egypt

• May 26-27       City Centre Maadi
• June 1-2          City Centre Alexandria  

“Feel the Beat” is an initiative by Majid Al Futtaim in partnership with the UAE Ministry of Health, City Centre Clinic, Fitness First and Kcal.

For more information, please visit: www.facebook.com/MalloftheEmirates or www.malloftheemirates.com