The Emirates Environmental Group (EEG), a UAE-based professional working group, with the mission of achieving the Sustainable Development Goals in the country, hosted a press conference to unveil a brand new project to celebrate the “Year of Zayed”. The event was conducted in association with EEG’s corporate member Etuix, and in partnership with Footprint Advertising and Kore Productions.
“We believe this is a meaningful way to celebrate the founding father of the UAE, touching upon his love for the youth and the environment. EEG in its mission to achieve the UN SDGs in the UAE is constantly pushing the boundaries of effective implementation and execution of Corporate Social Responsibility and Sustainability. This unique project will highlight the possibilities of circular economy in the UAE while simultaneously providing an important platform for the voices of the children regarding environmental issues and showing the outcomes of an effective partnership through multi-stakeholder engagement.”, said Mrs. Habiba Al Mar’ashi, Chairperson of the Emirates Environmental Group.
The move from an economy based on extraction and consumption to one of regeneration and restoration has become an increasing priority for policymakers in the UAE and around the world. The traditional linear economic model results in massive amounts of waste due to its reliance on large quantities of easily accessible materials. According to the GM and Co-founder of Etuix, 1 million sq. metre of advertising billboard is produced in the UAE that will end in landfill after its use.
The project began with announcement of EEG’s popular annual Environmental Drawing Competition, which received thousands of artwork from children of all abilities from across the UAE, under various environmental topics, one being ‘Year of Zayed’. Hundreds of these paintings were photographed by Kore, and was later printed and installed on a billboard by Footprint. The billboard will stay on Sheikh Zayed Road till the 25th of October with the hashtag #notjustabillboard, intriguing the minds of millions who will travel under it. The billboard will then be taken down and sent to Switzerland, where it will be converted into 200 high end luxury bags (men and women) by Etuix. The bags will return to the UAE on December 2018, where an official launch will be announced by EEG and its partners and how the people of UAE can also be part of this unique project.
Mrs Habiba Al Mar’ashi further added that, “With the latest reports of the IPCC (International Panel for Climate change) –The Intergovernmental Panel under the United Nations, that was announced yesterday, it is clear that we have less than two decades to act swiftly, responsibly and effectively, to avoid major climate catastrophes” In conclusion, she said that “‘100 Years, One Legacy’ is the most tangible and meaningful to celebrate our great leader – his vision for a sustainable future and his passion for supporting and enabling our youth.