VLCC and WFP are launching the 'Global Balance Programme,; an initiative that aims to help people lead healthier lives while making a difference in the global fight against malnutrition. VLCC, the leading brand in the premier scientific slimming, beauty and preventive healthcare sector in the Middle East and Asia, has teamed up with the United Nations World Food Programme (WFP), the UN food assistance agency, to support the fight against the two most critical nutrition related issues in the world - obesity and under-nutrition.
According to the UN World Health Organization (WHO), almost 2.8 million people die each year as a result of being overweight or obese, while 870 million people do not have enough food to lead an active lifestyle -- 98% of them live in developing countries (Source: FAO news release, 2012).
Through this innovative programme, members who lose weight in any of the 11 VLCC Slimming, Beauty & Fitness Centres across the UAE will help contribute to the fight against hunger in the Middle East. VLCC will donate Dhs3 ($0.82), the equivalent value of a kilogram of fortified flour, to WFP for each kilogram a person loses at their centres.
VLCC's 'Global Balance Programme' will run through the end of 2013, with plans to expand this initiative to Bahrain, Oman and Qatar. All funds raised will fund WFP's programmes in the Middle East.
The results of the programme will be monitored monthly through a customised mechanism, which will track the number of kilos lost at VLCC and the equivalent kilos of fortified flour donated.
Commenting on the unique initiative, Ms. Vandana Luthra, Founder & Mentor, VLCC, said: "We are pleased to launch the Global Balance Programme that enables and motivates overweight people to lose kilos and get healthy for a cause. We are thankful to WFP for their support in this initiative. The initiative addresses both obesity and under-nutrition simultaneously and aims to foster a healthier balance in the world. We at VLCC understand the importance of losing weight to stay fit and of having the right nutritious diet to live a healthy, productive life."
Commenting on the programme, Ms Monica Marshall, Head of Global Partnerships, WFP headquarters, Rome, said: "A nutritious diet is a fundamental part of a healthy and productive life, and we're excited to work with VLCC and its members to help tackle malnutrition in the Middle East and around the world. Together, we make a big impact in the lives of those in need."
The Global Balance Programme is a CSR initiative by VLCC. As a leading player in the Wellness domain, VLCC is currently present across over 300 locations in 121 cities in 16 countries through its VLCC Slimming, Beauty & Fitness Centres, the VLCC Institutes of Beauty & Nutrition and the VLCC Personal Care line of skin-care, body-care and hair-care products.