As part of the company's ongoing responsibility towards the community and in line with their strategic sustainability framework, Nahdi, the largest pharmaceutical retailer in the Middle East and North Africa, has opened its first Nahdi edutainment pharmacy at KidZania Jeddah, where it was chosen as an exclusive partner by KidZania to represent the pharmaceutical industry in the city. The design at KidZania mimics the layout of a real Nahdi pharmacy with a medication dispensing section in addition to a health and wellness dedicated area. Each activity is designed to introduce children aged 4 to 14 to the diverse roles that a pharmacist plays which ultimately serve the welfare of the community as a whole. Children will have the opportunity to participate in three role-playing activities, which include working as a pharmacist, a merchandiser and a health and wellness consultant. As part of the role play, children will be taught how to measure body weight, blood pressure and temperature and they will be briefed about the most common health problems in the Kingdom which include, obesity, high blood pressure and diabetes. Yasser Joharji, CEO of Nahdi, stressed on the importance of empowering the youth to becoming the leaders of tomorrow: "In a globalized, technology-driven and knowledge-based world, we believe that every child should be given the opportunity to contribute to the society while realizing their full potential. As a community centric pharmacy with a vision of helping communities live a more beautiful life, we want children to think big and envisage a better tomorrow." "KidZania is truly a fascinating concept, giving children a chance to experience the functioning parts of our society's professional services, whilst helping them understand and discover their passions in a world filled with options," he added. KidZania is an award-winning ‘edutainment' concept, recognized globally for its unique blend of entertainment and education which is designed to educate and inspire children up to 14 years old. Each KidZania replicates the real world in a safe and self-contained kid-sized city complete with buildings, paved streets, vehicles, a functioning economy and recognizable destinations in the form of ‘establishments' which are sponsored and branded by leading multi-national and local brands. Nahdi is a Saudi retail pharmacy chain that was founded by Sheikh Abdullah Amer Al Nahdi in 1986 as a sole proprietorship. In 2004, the company witnessed an important transitional phase whereby it became a limited liability company and from then on it was recognized as a vital part of the healthcare sector in the Kingdom. The journey of expansion continued with a clear vision, and has now placed Nahdi as the largest pharmacy retail chain in the Middle East and North Africa, where it represents many of the world's major medical companies. Today, Nahdi manages and operates a nation-wide network of pharmacies making it one of the most prevalent and fastest growing companies in the region, which offers the finest product range, including cosmetics, baby care and medical equipment. In addition to the high-quality healthcare products and services it offers, Nahdi is keen to provide community service and health awareness and preventative campaigns. Nahdi follows the concept of acting as a "community pharmacy," where it does not solely serve the community, but also educates it. — SG
