IDF and Landmark Group have signed a three-year renewable partnership. Landmark now becomes IDF's first retail corporate supporter partner.
Under the agreement, the Landmark Group will extend support to IDF through its corporate social responsibility (CSR) initiative, Beat Diabetes.
Since its launch in 2009, Beat Diabetes has conducted several initiatives to spread awareness about diabetes, particularly Type 2. Besides awareness walkathons across six countries, over 35,000 individuals have benefited from free blood glucose tests to date.
Mario Fetz, IDF Director of External Relations, said: “The Middle East and North Africa (MENA) has seen an explosion of diabetes in recent times. We are happy to bring Landmark Group on board as a partner for its capacity to influence communities across the region and experience in launching a successful initiative to raise awareness about diabetes.”
According to the Diabetes Atlas 4th edition, the UAE has the second highest prevalence rates of diabetes in the world.
Landmark Group’s initiatives under the ‘Beat Diabetes’ umbrella include the ‘Beat Diabetes. Join the Walk’ event, conducted annually across a few countries where the group has a presence, the ‘Beat Diabetes, Take the Test’ initiative which extends free blood glucose testing for people at numerous significant events, the ‘Beat Diabetes, Get Active’ initiative which inspires people to exercise regularly and the ‘Beat Diabetes, Eat Healthy’ initiative that has been launched recently to assist the community make informed choices for a healthier diet.