Apr 10, 2016

Philips’ ‘Beat for Them’ Initiative Promotes Healthy Living to Mark World Heart Day

Dubai, United Arab Emirates – Royal Philips (NYSE: PHG, AXE: PHIA) has launched the ‘Beat for Them’ initiative, in celebration of the recent World Heart Day, to promote awareness about the increasing risk posed by cardiovascular diseases in the region. Cardiovascular diseases are responsible for almost 30% of deaths in the UAE, including 39% in Abu Dhabi. Obesity that eventually leads to coronary heart disease is the world’s single biggest killer causing approximately 7.4 million deaths every year.

The ‘Beat for Them’ initiative promotes healthy living practices based on prevention, especially with regards to food habits. At select locations across the UAE, Philips experts will be engaging in community initiatives, providing tailored advice on healthy cooking, also touching upon lifestyle aspects such as exercise and stress management.


Vincenzo Ventricelli, Vice President Personal Health Philips Middle East & Turkey said, “At Philips, our approach to healthcare is one based on prevention before treatment. Through this initiative, we want to encourage open dialogue on diet, one of the primary factors that decide cardiovascular risk. When compared to the average regional diet, a diet low in saturated fats, with plenty of fresh fruit and vegetables can reduce the risk of new major cardiac events by as much as 73%. Several modern cooking practices are now available that can help limit the amount of oil and artificial processing required in one’s diet. ”

Philips will be marking World Health Day across the region, with events in various malls, including Mall of the Emirates. Statistics indicate that one in five deaths in the UAE are due to cardiovascular diseases, 24% of deaths in Saudi Arabia are caused by coronary heart disease. One in four adults in Saudi Arabia are likely to have a heart attack within the next 10 years.


Dr Nooshin Bazargani, Board member , WHF, Geneva and Chair, CVD prevention working group of Emirates Cardiac Society also said, “The ongoing threat of cardiovascular diseases for individuals, communities and countries like UAE is very real. Although cardiovascular disease is preventable in so many cases, that’s why we’re encouraging people to take action and learn more about their heart health. In celebration of World Heart Day, Philips , a leading health technology company, has announced a new partnership with the World Heart Federation (WHF) to help people better manage their heart health. This is a perfect example of how a private sector who is committed to improve CVD can collaborate with a civil society. The only way to win the battle against CVD is partnership  of all stakeholders.”


Diabetes and obesity are key contributors and risk factors to these numbers. Currently there are 35 million diabetics in MENA; the number is expected to double by 2040, with 20 per cent of adults in Saudi Arabia suffering from diabetes. Currently 69% in the Kingdom are overweight or obese. Homemakers are an under monitored demographic with 45 per cent of women in the UAE, Kuwait and Qatar reportedly obese. 40% of children between the ages of 11 and 19 years fall in the overweight or obese bracket.


Through its outreach initiatives across the community, Philips aims to encourage people to take personal responsibility for leading heart-healthy lives and raise awareness about cardiovascular disease. As a leader in the prevention, diagnosis and treatment of cardiovascular disease, the company believes that providing people information to make healthier choices and establish healthier habits is key to ongoing healthy hearts.

About Royal Philips

Royal Philips (NYSE: PHG, AEX: PHIA) is a leading health technology company focused on improving people's health and enabling better outcomes across the health continuum from healthy living and prevention, to diagnosis, treatment and home care. Philips leverages advanced technology and deep clinical and consumer insights to deliver integrated solutions. Headquartered in the Netherlands, the company is a leader in diagnostic imaging, image-guided therapy, patient monitoring and health informatics, as well as in consumer health and home care. Philips' health technology portfolio generated 2016 sales of EUR 17.4 billion and employs approximately 73,000 employees with sales and services in more than 100 countries. News about Philips can be found at www.philips.com.

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Rengin Erdinc

Rengin Erdinç

Head of Brand & Communications

Philips Middle East & Turkey

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