VLCC Launches Largest Customer-Led Anti-Obesity Initiative with Global Mnemonic

• Campaign Urges UAE Residents to Take ‘Orange Pledge' to Combat Obesity
• Complimentary Consultation with VLCC Experts and Start-up Kit on Offer from 14 November

Dubai-UAE: 13 November, 2013: Premier Wellness chain VLCC has announced its largest Anti-Obesity initiative to date and signaled its commitment to provide a supportive environment for participants to shed excess weight, besides empowering them with the tools needed to achieve their targets. The campaign will bring like-minded organizations together to participate in the cause, get school children involved and enable the overall community to prioritize health.

As part of this campaign commencing on November 14, VLCC will urge residents with weight problems to take the ‘Orange Pledge'. Mrs. Vandana Luthra, Founder and Mentor, VLCC, unveiled the orange dot as a mnemonic for Anti-Obesity, today. The orange dot symbolizes vivacity and energy, a call for action to make people get out of their comfort zones and take responsibility for their health and well-being. 

Signing up for the ‘Orange Pledge' at any VLCC center or online on www.orangepledge.com will entitle all registered participants to benefit from complimentary health check-ups and consultations with VLCC's health and nutrition experts .

VLCC initiated its Anti-Obesity drive in the Gulf Cooperation Council (GCC) countries 7 years back. This year's awareness communication stems from alarming statistics that have emerged from the World Health Organization's (WHO) March 2013 report1. The study indicated that Obesity is the primary cause for 44 per cent cases of diabetes and 23 per cent cases of heart disease. Besides, 41 per cent of certain cases of cancer are also attributable to Overweight and Obesity.

Speaking at a Press Conference here today, Mrs. Vandana Luthra, Founder and Mentor, VLCC, said: “Individuals can be responsible for their own well-being only when they have access to a healthy lifestyle. Our aim is to educate people about the importance of developing wholesome eating habits, implementing a suitable exercise regime, and adopting healthy lifestyle choices. The ‘Orange Pledge' is all about leading people towards a better quality of life. At VLCC, the core of our business is to transform lives by making fitness, beauty and health accessible to all sections of society and this initiative brings us a step forward in achieving this vision.”

Prafull Dwivedi, CEO, VLCC International LLC, said: “This initiative is particularly close to our heart. Building on the success generated by the campaign in Dubai, we plan to take the initiative to Bahrain and Oman to motivate people in those countries also. We plan to reach out to the public with weight loss campaigns, celebrity endorsements and a number of exciting activities to motivate those battling overweight and obesity.”

VLCC has already begun the process of reaching out to children to educate them about the importance of staying healthy and is targeting over 100 schools, across the region. Students will be asked to submit paintings on how to stay fit and 24 paintings will be selected to form a part of VLCC's 2014 calendar.

The process of weight loss begins with the calculation of the Body Mass Index (BMI) or a weight-for-height index. Based on the results, nutritionists and physical training experts will recommend the ideal combination of exercise and diet to help achieve significant weight loss.

VLCC is inviting corporate groups, and food and retail outlets to join the ‘Orange Pledge' initiative. Organizations supporting the ‘Orange Pledge' can benefit from VLCC's Corporate Wellness program, with employees gaining access to consultation sessions and a variety of fitness services at special prices.

For further details on VLCC, call 800 8522 (VLCC), visit http://www.vlccwellness.com/UAE/ or log onto VLCC's Facebook page https://www.facebook.com/VLCCME

Reference: 1. http://www.who.int/mediacentre/factsheets/fs311/en/