• Home
• /
• Healthcare

‘Feel the Beat’ campaign gets to heart of matter

First launched in 2009, the campaign reaches out to thousands of health-conscious people across the country’s malls, inviting hospital-shy residents to get a full check up on site.

Dubai — In 2012, 56 million people died worldwide. Of that figure, 17.5 million people died as a result of cardiovascular diseases (CVD), accounting for three in every 10 deaths.

A free blood sugar test being done at the Press conference of Feel the Beat regional health initiative at Sheraton Hotel, Mall of the Emirates, Dubai. — KT photo by Leslie Pableo 

In the Middle East, CVD has emerged as the leading cause of death, causing 45 per cent of early expiration in the region.

These alarming statistics from the World Health Organisation (WHO) highlight the real need to tackle this silent killer.

As the ‘Feel the Beat’ initiative begins in the UAE on May 8, it aims to help raise awareness on cardiovascular health, with a key area of focus on prevention, diagnosis and control. The year’s main focus is women.

Despite the common misconception that men are more at risk of CVD, Cardiac Surgeon Specialist at Al Qassimi Hospital, Dr Saud Abdelaziz Taymoor during a Press conference on Wednesday said this is not necessarily the case. “Although statistics has shown that men with CVD outnumber women at four to one, post menopausal women carry the exact same risk as men, and this is a disease that is more common in those who are older.”

Noted as the leading cause of death in the developing world, hypertension and diabetes are the most common risk factors in CVD, but obesity, inactivity, smoking and poor dietary habits are also to blame.

“High income countries are more prone to CVD because of the sedentary lifestyles people are leading due to the easy access to cars, transport and technology,” Dr Taymoor said.

First launched in 2009, the campaign reaches out to thousands of health-conscious people across the country’s malls, inviting hospital-shy residents to get a full check up on site.

In 2013, 4,500 people turned out to get tested while in 2014 this number rose to 5,000. Commenting on the number of fast food restaurants in malls today, Senior Director of Shopping Malls for Al Majid Futtain, Fuad Mansoor Sharaf, told Khaleej Times healthier options are now readily available.“Fast food will always be there but more and more we are seeing healthy food options pop up. We do not have the authority on what people choose to eat but we can persuade them with the introduction of healthier food outlets.”

‘Feel the Beat’ is a month-long, annual platform from Majid Al Futtaim in collaboration with the Ministry of Health and City Centre Clinic.

Visitors in five countries across 14 shopping malls will have access to preventative testing in the malls including blood pressure, blood sugar and Body Mass Index checks, with the campaign concluding on June 7. 

Also in attendance at Wednesday’s meet was CEO of Majid Al Futtaim Healthcare, Omar Al Shunnar.

kelly@khaleejtimes.com