In 2011 prevention and control of non-communicable diseases (NCDs) was one of the key highlights presented at the United Nations (UN) Assembly. This was only the second time a health issue had been addressed at the meeting.

Now in 2015 given the significant burden of NCDs in this region there is an urgent need to act on what is now a global epidemic.

Early in September NCDs were adopted as one of the sustainable development goals (SDG) for the post-2015 UN development agenda as experts agreed the issue goes far behind just health.

On Saturday healthcare experts from around the world gathered in Sharjah for the first NCD Alliance (NCDA) forum where NCDA Chair Dr Jose Luis Castro said we are now at a "critical point" with NCDs.

He said community advocacy is as important in tackling this epidemic as global policy making and implementation.

"NCDs have reached a level that cannot be ignored by anyone anymore" he said.

According to the World Health Organisation (WHO) NCDs kill 38 million people each year.

By 2025 the NCDA aims to reduce the prevalence of NCDs by 25 per cent; and by 2030 this figure is expected to hit one third.

Speaking to Khaleej Times on the sidelines of the event president of the Public Health Foundation in India Professor Srinath Reddy backed Dr Castro's call for advocacy.

"Advocacy plays a huge role in breaking this cycle of disease. These diseases are no longer a personal issue they are a public issue."

Tobacco use physical inactivity the harmful use of alcohol and unhealthy diets all increase the risk of dying from an NCD and Prof Reddy said a 50 per cent reduction in tobacco prevalence will help meet the 25 per cent reduction by 2025 target.

In a region where fast food has become a daily habit and shisha smoking a regular pastime governments may be doing their bit to enforce regulations on "bad choices" but it is mindset that needed to change.

"Fast food has become a huge issue here and it's hard to deal with. Companies want to make profits hence new chains or franchises pop up regularly. The only way to really deal with it is bringing in tax and enforcing regulations regarding compulsory nutritional information on food packaging" Prof Reddy said.

And with physical activity staggeringly low in the UAE - with less than 20 per cent of the population doing enough exercise - fitness needs to be marketed in a better way.

"We need to promote it as a way of life. When we drum home that it's all about health people get bored. We need to dress it up more as a lifestyle choice."

Also speaking at Saturday's forum was International Diabetes Federation (IDF) Young Leaders Programme advocate Krystal Boyea.

She is calling on more interaction from the younger generations when it comes to fighting NCDs.

"Young people living with NCDs need to be involved in policy debates social media campaigns prevention design and delivery. We are a natural partner."

With NCDs having a direct effect on a country's sustainable development growth she said awareness needs to start young.

"Most prevention measures for NCDs are not targeted at young people but they should. These are the people that will bear the brunt of the socio-economic impact of these diseases."

His Highness Dr Shaikh Sultan Bin Mohammed Al Qasimi Member of the Supreme Council and Ruler of Sharjah and wife Shaikha Jawaher bint Mohammed Al Qasimi Founder and Royal Patron of the Friends of Cancer Patients (FoCP) and International Ambassador for the World Cancer Declaration of the Union for International Cancer Control (UICC) and International Ambassador for Childhood Cancer for UICC welcomed high profile delegates attending the forum.

Kelly Clarke Originally from the UK Kelly Clarke joined Khaleej Times in November 2012 as a reporter. She has a keen interest in humanitarian issues and loves to champion the efforts of local residents companies in offering aid and development assistance to both local and region-wide causes. She works mainly within the healthcare beat but regularly produces human interest features. In her spare to she loves to travel and regularly volunteers at Riding for the Disabled in Dubai. Kelly received her BA Honours in Journalism from Middlesex University UK in 2008. Before joining Khaleej Times she worked as a Supervising Editor for three Healthcare titles in London. KellyAnn_Clarke