The Gulf country has the second highest rate of diabetes in the world, with more than 25% of UAE nationals suffering from the condition (a figure that rises to 40% for those aged over 60) and 75% of all deaths among nationals result from diabetes.
An English language campaign is due to break across the country on July 15, and follows the launch of the Arabic campaign earlier this year.
The public health awareness initiative -- called ‘Diabetes. Knowledge. Action' -- is the result of a collaboration between the Imperial College London Diabetes Centre in Abu Dhabi and the Emirates Foundation.
The campaign includes TV, print, online and experiential marketing and has been developed by Abu Dhabi-based agency French Vision.
However, the bid to raise awareness is highly dependent on sponsorship, with ads often unable to re-run unless money is donated to fund the costs involved.
Johnny Hazboun, marketing manager at the Imperial College London Diabetes Centre, said: "The challenge is to change people's behaviour. As long as we have money for it, we will continue pushing and are looking for sponsorship and are stressing the need for corporate social responsibility."
The drive to raise awareness in the UAE started with the campaign's official launch in February, when the Prince of Wales visited Abu Dhabi.
Events such as a walkathon and a football tournament are being supported by a travelling booth staffed by diabetes experts that visits malls across the country offering blood tests and stressing the need to eat healthily and exercise regularly.
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