Dubai-UAE: 11 November, 2014 – Landmark Group, the region’s leading retail and hospitality conglomerate behind the Beat Diabetes initiative, has opened registrations for the sixth edition of its annual walkathon in the UAE scheduled for 12 December, 2014. Interested participants are invited to register on www.beatdiabetes.me until 6 December.

In the run up to the walkathon, Landmark Group has lined up a series of activities at the Oasis Centre on 14 and 15 November to coincide with the World Diabetes Day.

Landmark Group will unveil a special exhibition of portraits titled ‘Diabetes Champions’, lauding real-life heroes who live with the condition, clicked by ace photographer Siddharth Siva. With accents of blue reflected in their clothes and accessories, the photos celebrate the spirit of people who stand bravely in the face of diabetes and effectively manage the condition through leading disciplined lifestyles.

The versatile diabetes champion group includes volunteers ranging from nine-year-old twins from Saudi Arabia – Abdallah and Zain who have Type 1 diabetes – to individuals who have managed their Type 2 diabetes effectively.

Through the weekend of November 14 and 15, Oasis Centre brands will host special activities. Balance Café will conduct a healthy cookery contest at its Cooking School to inspire wholesome eating habits, featuring local food bloggers who will put together their favourite healthy recipes. Fitness First will host engaging, interactive sessions to inspire people to get active and take charge of their own wellness. Additionally, iCARE Clinics Dubai will offer complimentary blood glucose testing to mall visitors during the same weekend. The UAE’s Type 1 diabetes support group Sweetkidz, in conjunction with Fun City and Babyshop, is set to conduct a fun session on eating healthy and staying active.

The Beat Diabetes initiative also encourages people to extend virtual support through posting selfies wearing something blue, the international colour for diabetes awareness, using the hashtags #getintoblue and #beatsdiabetes. A themed photo booth will encourage visitors to pose for fun photographs wearing blue props and embellishments to support diabetes awareness.

In addition to awareness initiatives, the Group has also partnered with Al Jalila Foundation to raise funds to support diabetes research and healthcare in the UAE. A month-long fundraising drive conducted across all of Landmark Group’s outlets, gives residents the opportunity to donate AED 5 or its multiples, towards diabetes research. Participants of the 2014 edition of the Beat Diabetes Annual Walkathon will also contribute AED20 for adults and AED10 for children (8-15 years) to participate in the walk. The proceeds collected through the fundraising drive and through the registration fee will be donated to Al Jalila Foundation to support diabetes research in the UAE, as part of its Beat Diabetes Initiative.

Further details about the sixth edition of the walkathon will be shared in the weeks preceding the event and on www.facebook.com/beatdiabetesme

Snapshot of the Walkathon:

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