2011 Winners & Shortlists

Results and Effectiveness

-1 hr PR interview done on 89.1 Radio 4 FM. 107.8 Al Rabia FM has requested for a PR interview end of March -50,000 information pamphlets distributed across 48 participating + 50 non participating schools, widening the effectiveness of the initiative -As of now, 4 schools (600 students) have been tested at the Health Camps (which are still underway till end of May). Expected students to be covered under the Beat Diabetes Health Camp are 3000 - 4000 students. -Positive PR stories appeared in Al Bayan (Newspaper+website), Al Khaleej, and Emirates Media Agency

Creative Execution

Landmark partnered with Princess Haya Initiative for Development of Health, Physical Education & School Sports. Introduced for the 1st time ‘Dubai Schools Football League’. 48 private & public schools participated. Alongside league matches, Landmark Group’s“Beat Diabetes” initiative is hosting health camps in schools. Health Camps aim to: - Educate students about dangers of juvenile diabetes & benefits of active lifestyle. - Conduct nutrition assessments & diabetes tests. - These run from Feb-May 2011, using safe & non-intrusive procedures i.e.Basal Metabolic Index(BMI) conducted by qualified physicians from Zulekha Hospitals. - For each child tested,a report stating obesity levels & Diabetes risk levels is created. - A child diaognised with risk of diabetes is offered a free consulation with Zulekha Hospital to determine next steps. - Information pamphlets distributed,educating students & parents about diabetes & ways of combating it. - Microsite created to showcase results of the Football League & Beat Diabetes Initiative. - Media Partners acquired-Channel4FM Radio Group & Khaleej Times

Insights, Strategy and the Idea

Diabetes: One of biggest ailments globally. - Over 194million people worldwide have Diabetes - UAE ranked 2nd worldwide. 20% population is diabetic. 24% are Emaratis-Type1 or Type2 Landmark Group has adopted Diabetes of their CSR initiative. Through 'Beat Diabetes' initiative, their mission is: - Create awareness & educate people in UAE about Diabetes - Provide ways & means of coping with this condition However Landmark realized: - Childhood diabetes in UAE is mostly the unpreventable Type1 diabetes. Today, children as young as 10 are being diagnosed with Type2 diabetes with obesity being the main culprit. -Schools play a passive role in preventing Type2 diabetes or dealing with children who have already developed either type of diabetes. Idea: Partner with Dubai Schools Football League, and introduce “Beat Diabetes Health Camps” in schools to detect Juvenile Diabetes. After all, 80% of Type2 Diabetes is preventable if detected early on & by introducing a healthy diet & increasing physical activity.