‘Building Strong Bones’ Campaign Launched in Middle East

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One month’s free testing in UAE to kick start campaign

The ‘Building Strong Bones’ Campaign was launched recently by Novartis Consumer Health manufacturers of Sandoz Osteo-Mix. The aim of the campaign is to provide a focal point for informing and educating the public and policy makers about the prevention of osteoporosis which in the region still suffers from poor awareness.

Osteoporosis is also known as the ‘silent crippler’ as it usually lies undetected until it is too late. In many cases the first real symptom is a broken bone. Loss of height – with gradual curvature of the spine – may be the only outward physical sign of osteoporosis.

The International Osteoporosis Foundation estimates that 200 million women suffer from osteoporosis worldwide. Several studies conducted across the Middle East to evaluate Bone Mineral Density (BMD) – which measures the mineral density, such as calcium, in your bones using a special X-ray – found that BMD was lower than the standard established for the US/European Reference data.

“Within the region it is estimated that the burden of osteoporosis will increase with the steady growth of an ageing population, says Rany Victor, Senior Brand Manager Sandoz Osteo-Mix. “Within the UAE alone it is estimated that up to 70% of post menopausal woman have low bone mass. We want to educate individuals to identify their personal risk for osteoporosis and to take appropriate action to reduce their modifiable risks before it is too late".

The campaign began in the UAE on March 12th with free bone examinations on the GE Lunar Achilles bone screening machine.The free testing is alternating weekly between Boots pharmacy at Mall of the Emirates and Deira City Centre as well as at selected Ministry of Health Clinics.

At these screenings, there will be an emphasis on educating how adequate exercise and bone-healthy nutrition early in life are essential to building peak bone mass and reducing the risk of fractures later in life. Participants will also be educated on how certain lifestyle actions are harmful to bone health at all ages: smoking, excessive alcohol consumption, poor nutrition or low body weight.

According to Dr. Wafaa Salim, Consultant Gynecologist, Buhaira Medical Centre, “Education needs to focus more importantly on how taking positive action today, by practicing a bone-healthy lifestyle that includes weight-bearing exercise, calcium and vitamin-D rich nutrition will help to build strong bones for the future."

At each informative event fact sheets highlighting the latest information on osteoporosis risk factors will be distributed.

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