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Athletics - 31. May 2007.

Anlene Orchard Mile Gets Women Moving in Inaugural Running Event on Orchard Road

Female personalities among the expected 5,000 participants

Singapore, 28 March 2007 – Singapore’s internationally renowned shopping district, Orchard Road, will make way for one of the most unique sporting events in June. In a historic first, two lanes on Orchard Road will be closed from 5:30am to 10:30am on June 10 for the inaugural Anlene Orchard Mile. Organisers are targeting 5000 women who will run or walk the distance of one mile (1.6 kilometres) across the heart of the city while taking in the sights and sounds of Orchard Road.

Beginning near Dhoby Ghaut MRT Station, participants will run past famous landmarks and shopping malls such as the Istana, Centrepoint, Emerald Hill, Heeren, Paragon and finally finishing near the Orchard Road MRT station. This is a route much familiar with Singaporean women and tourists on their shopping trips and organisers are hoping the event will demonstrate to women the importance of an active lifestyle and how it is not difficult to get started.
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Organiser, Sporting Spectrum Pte Ltd, is excited with the support from key partners such as title sponsor, Anlene, co-sponsor, adidas, official sun care, Heliocare and event support from Singapore Sports Council. “We are very excited to be able to bring this event to the women in Singapore. More and more women are beginning to recognise the benefits of a healthy and active lifestyle and what better way than have the participants engage in healthy competition with the backdrop of retail therapy. We are also very grateful to the various authorities for recognising our objectives and allowing partial closure on one of Singapore’s most famous and busiest roads on a Sunday”, said Mr Chris Robb, Managing Director of Sporting Spectrum Pte Ltd.

The Osteoporosis Society of Singapore is the adopted cause for the event. Fonterra and Sporting Spectrum will be supporting the organisation in its efforts to raise awareness of bone health among women in Singapore.

Fonterra Brands Country Manager, Achyut Reddy says the Anlene Orchard Mile is an ideal event for a dairy company as it will help raise awareness of the benefits of an active lifestyle as well as the importance of bone health among women so that they can do the things they love throughout the years.

“We are proud of our bone health brand Anlene and the work it has done in raising awareness of bone disease. Asia women are prone to osteoporosis, a condition that can be improved on with a regular intake of the essential bone nutrients and by incorporating exercise into their daily lifestyle. We are happy to be associated with the Osteoporosis Society of Singapore to reinforce the focus on women’s health and fitness and we hope more women will benefit and learn from the messages as a result of their participation in the event”.

The Anlene Orchard Mile is modelled against other one mile runs in cities such as New York and London. The addition of the Anlene Orchard Mile to the Singapore sporting calendar comes at a right time as the 2005 National Sports Participation Survey conducted by the Singapore Sports Council shows that 42% of women participate in sports regularly as opposed to 31% in 2001. "The Singapore Sports Council is pleased to support this innovative event to encourage more women to take up sports on a regular basis. This event acknowledges the distinctive challenges faced by today's modern women who have competing demands and priorities. By assimilating sports activities into the lifestyle of women, the event is in line with SSC's two-pronged approach to raise and sustain participation in sports among Singaporeans and at the same time, to engage sponsors and partners to tap into their support and expertise.
SSC is appreciative of the enthusiastic support from title sponsor Anlene as well as the initiative and entrepreneurial spirit shown by event organiser Sporting Spectrum in making this event possible,” said Rakel Liew, Deputy Director, Sports Business Division of Singapore Sports Council.

Local female personalities such as ESPN presenter, Colette Wong; Mediacorp DJ, Jean Danker; Melody Chen; Mediacorp star and Anlene’s spokeswoman, Quan Yifeng; and former Australian 1500m champion, Suzy Walsham, have shown their support for the event and are among the first women to sign up for the Anlene Orchard Mile. Interested participants can find out more from the official website, www.orchardmile.com

About Sporting Spectrum

Sporting Spectrum is a premium Asia Pacific sporting event management company. Established in 1992, Sporting Spectrum has become a market leader in developing and managing events for both the corporate sector as well as the public domain. Sporting Spectrum delivers the annual JP Morgan Chase Corporate Challenge in Sydney and in Singapore has delivered the event for the past three years. Other services cover the full spectrum of golf days, major events, corporate sporting days and tailor-made team-building exercises for a variety of corporate clients.

About Anlene

Anlene continues to advance bone science through world-leading bone health innovation. The new PHYTO K™ Regenerative Formula is the latest bioactive ingredient innovation, which locks in nutrients deep within the bone. PHYTO K is being added to the Anlene product range across Asia and to date it’s been launched in Malaysia, Hong Kong, Vietnam, Philippines, Indonesia and Singapore.

PHYTO K is part of a three-step bone health system that, at a basic level, ensures that the complete bone nutrients contained in Anlene are rapidly absorbed and locked into the bone.

Nutrients like Calcium, Protein, Zinc, Magnesium and PHYTO K play key roles in promoting bone health and complement the high-quality, high-biological value milk proteins found in Anlene. Recent research shows these high quality proteins are required to optimise bone health, giving Anlene a stronger health claim than items such as calcium supplements.

Anlene’s ongoing credibility is centered on the brand’s innovation, nutritional expertise, making scientific research accessible to consumers and a strong education programme. In Asia, a network of 13 nutritionists and over 100 medical representatives ensure health care professionals are updated on the latest Anlene information.

For media enquiries, please contact:

Ronda Ng Nadia Daeng
Fulford Public Relations Fulford Public Relations
DID: 6324 5293 DID: 6324 2534
Mobile: 9152 2842 Mobile: 9798 9506
Email: [email protected] Email:
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