Fonterra, makers of Anlene™, the only milk scientifically proven to help prevent bone loss, is bringing its global Anlene™ Bone Health Check programme to the Middle East, beginning with pilot projects to scan more than 60,000 women in the UAE and Saudi Arabia.
The Anlene™ Bone Health Check is an international initiative that has provided free bone scans to more than 1.2 million people in nine countries across Asia-Pacific over the last 12 months. The programme has pledged to scan more than three million people in three years.
Coinciding with the global launch of the International Osteoporosis Foundation’s (IOF) World Osteoporosis Day, the campaign strengthens the fight against the increasing problem of poor bone health across the Middle East.
Medical experts have highlighted that the Middle East has one of the poorest bone health records worldwide, with an alarming 30% of all adults over 50 years suffering from osteoporosis.
The Anlene™ Bone Health Check programme, in partnership with GE Healthcare, is expected to assist in generating significant awareness about bone health.
In addition to the launch of the Anlene Bone Health Check programme, Anlene and the IOF have committed to publish the first State of the Nation: Bone Health Report specifically for the UAE to provide vital statistics on osteoporosis in the region.
“Through the Bone Health Report we hope to create a critical mass of informed people, as well as medical experts, who will help champion our cause against osteoporosis,” Pradeep Pant, Regional Managing Director Asia-Middle East, Fonterra Brands, said.
“Poor bone health is a silent menace that has afflicted millions around the globe, and the alarming number of people impacted by the disease in the Middle East has prompted us to support the Bone Health Reports and launch the Anlene Bone Health Check programme in this region.
“Our scanning programmes have assisted in ensuring hundreds of thousands of people in Asia take preventative measures to protect their bone health. We’re happy to be able to now provide this free service to people in this part of the world,” Mr Pant added.
The Anlene Bone Health Check is a simple three minute procedure that has provided invaluable information about bone health and osteoporosis prevention. It is currently operational in Singapore, Philippines, Malaysia, Thailand, Vietnam, Australia, Sri Lanka, Taiwan, Indonesia, and now in the Middle East.
Isam Moursy, General Manager at GE Healthcare for the Middle East, Africa, Central Asia and Turkey (MECAT) region said, “Globally, and specifically in this region, osteoporosis is a healthcare concern. However, if diagnosed early the disease can be managed.”
“We are excited about this partnership. Fonterra is a progressive and innovative company that shares our vision of promoting “early health” on a large scale in a large region,” Isam Moursy said.
Dr. Mariam Mohd Matar, Undersecretary for Public Health and Primary Healthcare, said the Anlene Bone Health Check is a strategic intervention that will help address the alarming spread and incidence of poor bone health across the region.
“There are long-term social and health risks associated with neglecting our bone health. This is a laudable campaign that has the full support of the Ministry of Health,” Dr Matar said.
The Dubai Bone & Joint Center warns that the danger of osteoporosis goes beyond its debilitating effects on the body. There are serious lifestyle implications that could weigh heavily on a patient’s overall well-being.
“Even more worrisome is the silent nature of the disease that leaves many people unaware of the risk. There are often no symptoms until the first fracture occurs. Even the majority of people at high risk of osteoporosis, who have already had at least one osteoporotic fracture, are neither identified nor treated,” said Dr. Humeira Badsha, Specialist Rheumatologist at the Dubai Bone & Joint Center.
“The Anlene Bone Health Check is a great boost to our own efforts to help raise awareness about the dangers of unhealthy lifestyles and their impact on bone health. The staggering numbers of those affected with osteoporosis in the UAE, and elsewhere in the region, prompts a stronger intervention like this one. We commend Anlene’s efforts with this campaign and always welcome joint initiatives that aim to promote better health to the local UAE community,” Dr. Badsha said.
Fonterra Brands Middle East General Manager Amr Farghal said Anlene is proud to be partnering with Middle East authorities to target one of the most serious health issues in the region.
“Our partnership with the IOF and local authorities will continue to raise awareness about the importance of bone health and leverages the strength of our knowledge and expertise.
“It’s an honour to be able to lend our support to a significant health concern.”
As a result of the successful campaign over the past 12 months, Fonterra today announced their commitment to a further three year partnership with the IOF in the global fight against osteoporosis.
Howayda Abouheif, presenter of health television program Green Apple, has joined the fight against osteoporosis as Bone Health Ambassador – sponsored by Anlene.
Abouheif attended the launch today, along with international Bone Health Ambassadors from Indonesia, New Zealand, the Philippines and Malaysia to pledge their support in the fight against osteoporosis and call for other high profile women from across the globe to join the cause.
The Anlene Bone Health Check will be available initially in Dubai and Abu Dhabi in the UAE; as well as Riyadh, Jeddah, and Dammam in Saudi Arabia. The first event will take place in Dubai on 25th October at the Mall of the Emirates. The first KSA event will be 7th November, with the location to be made available on the Anlene website (www.anlene.ae /ar.anlene.ae).
The Anlene Bone Health Check will tour various locations in each city, from shopping malls, health clubs, supermarkets and in to communities, ensuring members of the public can reach an event.
For information about osteoporosis and the health check programme, please contact:
Fonterra Brand Middle East Head Office: <?XML:NAMESPACE PREFIX = SKYPE />00971 4 3388549
