Dubai: Dubai Municipality announced the large scale re-launching of its recycling awareness campaign: ‘My City My Environment’, under the theme: “Recycle Me… Join the Recycling Movement”, following a positive response from the Dubai community. The new initiative will reach more areas in the Emirate and will focus on the collection and segregation of recyclable waste at source, thus reducing waste to landfill.
Dubai Municipality is regarded as one of the largest governmental institutions in terms of services rendered and projects executed, and are consequently the leading driver of growth and evolution of the Emirate of Dubai. The Municipality works tirelessly to keep the city green and focuses a great deal of attention and effort to educate the community, to ensure pollution-free, liveable and safe environments. Rapid economic growth in Dubai has emphasised the need for Dubai Municipality to re-launch the environmental campaign in response to the key recycling challenges facing Dubai residents. The campaign will strive to improve the standard of living and facilitate participation for residents to become an active part of the city’s green vision, and to help effectively manage its continued growth.
Aims of the re-launch include continuing the successful momentum of the initial campaign while further promoting awareness of recycling, by reaching out to communities in a more focused manner to help them recycle at home. Campaign elements are varied and targeted: a powerful marketing campaign will focus upon public relations, a media burst, a road show at selected malls and Union Coops, social media activation, two organised events with competitions, live entertainment, and awareness sessions. All are designed specifically to enhance the overall impact and results of the new campaign.
Eng. Hussain Nasser Lootah, Director General of Dubai Municipality, has long been an advocate for sustainable living and is a driving force behind the current initiative to reduce waste to landfill in Dubai. Speaking at the re-launch he said: “Expats and visitors from every corner of the globe are attracted to Dubai. As active members of this community we have an obligation to maintain our city, protect its admirable reputation and preserve the environment and living standards for both present and future generations.” He continued: “My City My Environment’ will prove highly effective thanks to the new communicative approach adopted for the re-launch. Enhancing the city is a group effort, and we have worked hard to ensure we connect with all members of the community, in order to share this message and create a pollution free emirate. The coming weeks and months will be very exciting as the campaign gets under way and the benefits begin to appear.” The campaign will target the following areas of Dubai: Nad Al Hammar, Jumeirah 1, 2 & 3, Al Safa 1 & 2, Umm Suqueim 1, 2 & 3, Al Manara, Umm Al Sheif and Al Barsha 2 & 3. The positive response from residents throughout the initial campaign led Dubai Municipality to develop the follow-up campaign in a bid to capitalise on the momentum created through prior environmental efforts. The re-launch is expected to achieve a significantly greater impact within the community and has been strategically planned to attract increased attention through improved communication tools.