Shanab: The Men’s Health Awareness Initiative partners with Aldar in Abu Dhabi
ABU DHABI, UAE, 25 November 2015: Aldar Properties PJSC, Abu Dhabi's largest and most recognised real estate lifestyle developer, is delighted to announce that its retail assets are the exclusive venue partner in the Emirate of Abu Dhabi for the Shanab (moustache in Arabic) initiative, a part of the non-profit organisation Friend of Cancer Patients. The collaboration aims to promote awareness of the major health issues men face, namely addressing testicular and prostate cancer.
Founded a year ago, the Shanab initiative will be driving a social media campaign, as a larger-than-life 3D model of a moustache will be travelling to four Aldar retail assets through the next two weeks. Visitors will be encouraged to take 'selfies' with the 3D model and upload to #shanabuae, promoting the tagline, "Have your Shanab checked." The large Shanab or moustache, will make its first stop in Al Ain at Al Jimi Mall from the 22nd to the 24th of November. The 3D model will then be visiting capital, stopping in at Yas Mall (25th-28th), then onto the iconic The Mall at World Trade Center Abu Dhabi (29thNov-1stDec), with its final destination being Al Raha Beach (2nd-4thDec).
The campaign aims to promote awareness and highlight the importance of early detection, as well as eliminate the stigmas surrounding both testicular and prostate cancer, encouraging men to share health concerns with their peers. The initiative also stresses the importance of self-examination in detecting testicular cancer as well as DRE (Digital Rectal Examination)/PSA (Prostate Specific Antigen), two major exams for early detection of prostate cancer.
Commenting on the partnership with Shanab, Talal Al Dhiyebi, Chief Development Officer, Aldar Properties, said: "After partnering with Pink Caravan during Breast Cancer Awareness month in October, where screening centres were successfully set up across our key retail assets, we are now delighted to partner with Shanab on such an important initiative. We believe that 'Shanab' will help give men's health issues the local prominence that they deserve by hosting the initiative in community destinations, which attract significant footfall. We are proud that Al Jimi Mall, Yas Mall, The Mall at World Trade Center Abu Dhabi and Al Raha Beach can support the campaign in gaining awareness across the Emirate."
Dr Sawsan Al Madhi, Director General at FOCP, added "FoCP launched Shanab in November 2014 to address testicular and prostate cancer that affects 48,500 patients each year. It is very important for us to spread the message that it is completely curable if detected early. We are delighted for our collaboration with Al Dar properties after the successful October campaign and we look forward to a very successful campaign."