The common myth that heart disease mainly afflicts men is being addressed in an ambitious health initiative by Majid Al Futtaim. The annual ‘Feel the Beat’ campaign encourages ladies to put themselves first and take their own health in their hands.

Cardiovascular disease claims more lives than all kinds of cancer combined; in the UAE, heart disease and strokes account for more than a quarter of all deaths annually. Tragically, four out of five of these are avoidable. If survival rates are to improve – and improve they must – it’s vital to address the underlying risk factors, which include a family history of cardiovascular disease, as well as diabetes, obesity, smoking and high cholesterol.

In a survey conducted by the American Heart Association, published in March 2017, about half of the women interviewed knew that heart disease was the leading cause of female death, yet only 13% judged it to be their greatest personal health risk. Other survey data suggest that, on a day-to-day basis, women still worry more about getting breast cancer – even though heart disease kills six times as many females each year. Just as worryingly, half of the women in the Middle East and North Africa region aren’t as active as they should be, which is why the annual ‘Feel the Beat’ campaign is so important.

Offering women free heart check-ups throughout the month of September, this year’s campaign will run at Majid al Futtaim shopping malls in the UAE, Bahrain, Oman, and Lebanon.

“Community engagement programmes such as ‘Feel the Beat’ reflect Majid Al Futtaim’s vision to create great moments for everyone, every day. We want to take every opportunity to help our customers, in this case women, and empower them to lead healthier lifestyles,” said Ibrahim Al-Zu’bi, Head of Sustainability at Majid Al Futtaim – Holding.

Testing stations will be set up in each mall, each of which will house a registration desk and facilities to monitor blood pressure, blood sugar and body mass index (BMI). Visitors will also have a brief talk with a medical professional, who will ask simple questions about their health and lifestyle.

Women can follow Majid Al Futtaim’s ‘Feel the Beat’ campaign, learn about cardiovascular diseases and pledge to do more for their hearts by visiting the malls’ websites and on social media by using the #signwithyourheart hashtag.

Children’s entertainment will be provided; meaning parents with youngsters in tow needn’t miss out on this valuable screening opportunity. The malls will also host fun activations.



[1]Health Harvard


About Majid Al Futtaim

Founded in 1992, Majid Al Futtaim is the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia.

A remarkable business success story, Majid Al Futtaim started from one man’s vision to transform the face of shopping, entertainment and leisure to ‘create great moments for everyone, every day’. It has since grown into one of the United Arab Emirates’ most respected and successful businesses spanning 15 international markets, employing more than 35,000 people, and obtaining the highest credit rating (BBB) among privately-held corporates in the region.

Majid Al Futtaim owns and operates 21 shopping malls, 12 hotels and three mixed-use communities, with further developments underway in the region. The shopping malls portfolio includes Mall of the Emirates, Mall of Egypt, City Centre malls, My City Centre neighbourhood centres, and four community malls which are in joint venture with the Government of Sharjah. The Company is the exclusive franchisee for Carrefour in 38 markets across Middle East, Africa and Asia, and operates a portfolio of more than 175 outlets in 15 countries.

Majid Al Futtaim operates 284 VOX Cinema screens and 30 Magic Planet family entertainment centres across the region, in addition to iconic leisure and entertainment facilities such as Ski Dubai and Ski Egypt, among others. The Company is parent to the consumer finance company 'Najm', a fashion retail business representing international brands such as Abercrombie & Fitch, AllSaints, lululemon athletica, and Crate & Barrel; and a healthcare business that operates City Centre Clinics. In addition, Majid Al Futtaim operates Enova, a facility and energy management company, through a joint venture operation with Veolia, a global leader in optimised environment resource management. The Company also owns the rights to The LEGO Store and American Girl in the Middle East and operates in the food and beverage industry through a partnership with Gourmet Gulf.


Source: Wallis PR