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Joining hearts to help beat juvenile diabetes

At Landmark Group, we are serious about our commitment to the wellbeing of our community. Our socially responsible activities include raising diabetes awareness, an issue that's especially close to our hearts.

This month, we've launched a nationwide initiative to raise AED 500,000 in support of the International Diabetes Federation's (IDF) Life for a Child programme to beat juvenile diabetes. The fund-raising drive runs across our 332 retail and hospitality outlets in the UAE during May 2012 and complements Beat Diabetes, our ongoing campaign to raise diabetes awareness.

LFAC Poster - English.jpg

The Life for a Child programme supports diabetes centres in developing countries by providing essential clinical care, medical supplies and education for children with diabetes. The IDF Diabetes Atlas states that the incidence of Type 1 diabetes among children is increasing at an estimated average of 3% per year across the globe, and currently nearly 65,000 children in the MENA region alone are affected by this condition - a substantially higher percentage than the global average. That's a sobering statistic indeed, and one that calls for serious action.

As part of our participation in the programme, we are encouraging customers to donate AED 5, or multiples thereof, when shopping at any of our retail outlets in the UAE. To maintain optimal transparency, a specialised barcode system will record the amount donated by every shopper as well as the amount collected every day.

Customers can include their contributions in their bills at Landmark brands including Centrepoint, Babyshop, Shoe Mart, Splash, Lifestyle, Iconic, Emax, Home Centre, Q Home D├ęcor, Candelite, Max, Shoexpress, New Look, Koton, Reiss, Lipsy, Steve Madden, Foot Solutions, Pablosky, Kurt Geiger, Ecco, Fabi, Mango Tree, Max Restaurant, Balance Wellbeing, Zafran, Fun City and others.

Our goal is to raise AED 500,000 by the end of May 2012 - a tall order, but not an impossible one with your support. Will you join hearts with us to help beat juvenile diabetes?