Launch of Clean Up UAE Campaign by Emirates Environmental Group Calls for Action by All Residents in the Country

6 October 2013, Dubai: Emirates Environmental Group (EEG) launched the 12th Cycle of Clean Up UAE Campaign on 6 October 2013 in Dubai. The Clean UP UAE Campaign is one of the most famous and highly anticipated community environmental programs in the country. It serves as a groundbreaking initiative that has included a variety of members from communities across the UAE as well as public and private sectors in activities devoted to environmental conservation and sustainability. The Clean Up Campaign initially started on December 12, 2002 involving four Emirates - Dubai, Sharjah, Ajman and Abu Dhabi. Due to its popularity and the support it has drawn in from government and private organizations, EEG went on to involve all the seven Emirates in the campaign since 2005.

Through the years, this national campaign has acquired outstanding scope and stature as more and more people and sites joined the movement for a clean, green and sustainable UAE and the campaign has now transformed itself and emerged as a national initiative that goes beyond the boundaries of region, race, nationality, gender, economic status and the like. The event has also expanded to include a slew of activities such as tree planting making it a much anticipated and widely participated environmental campaign unlike any other. The campaign is reaching new standards ever year with more than 42,000 participants joining hands in the massive cleanup operation conducted at 112 sites all over the UAE last year - a true milestone that could not have been possible without the participation of members of the society, businesses as well as the support of the government bodies in each of the Emirates. With a target of over 45,000 participants, Clean UP UAE 2013 looks upon even stronger support and dedication from families, schools, companies and government agencies to join hands together in this National Environmental Campaign dedicated to the preservation and conservation of our glorious UAE. Participants are asked to clean selected cleanup sites across all 7 emirates as a symbolic gesture of affection towards the environment.

The goal is to create a culture of waste management and recycling among the key stakeholders and inculcate the ‘My UAE, Cleaner UAE' amongst the people. The Clean UP UAE Campaign also does a wonderful job of unification of the people, bringing them together, creating awareness in the minds of the young and old as well as advocate the cause of sustainable living. Through the Clean UP UAE Campaign, EEG will pass on the message of environmental conservation to its members, supporters and environment lovers in the country and beyond. The 2013 Campaign was launched today at a Press Conference and was attended by representatives of Government Partners of all the Emirates as well as supporters of the campaign who expressed their commitment to this national event. Mrs Habiba Al Mar'ashi, Chairperson, Emirates Environmental Group addressed the gathering and shared the goals, features and progression of the initiative. Speaking to the media, Mrs. Habiba Al Mar'ashi, Chairperson, EEG said, 'The world is moving towards a new definition of development, which will be embodied in the new Sustainable Development Goals for humanity that will replace the Millennium Development Goals. This points to the growing importance of environmental pro action and good practices.

It will be everybody's responsibility to make this universal set of goals a reality for our common and collective interest. And the work has to begin from our home – the country we all live in! She went on to call upon her fellow residents to participate wholeheartedly, 'I urge all residents of the UAE to make it their responsibility to take active part in the Clean up UAE, which is a symbolic event that underscores our commitment to the environment of this country. Whether national or expatriate, young or old, man or woman, we owe it to this country, to protect the fragile environment that we live in. What we do today will decide how our future will be, and it is really in our hands. She further added that EEG has been championing the cause of environmental security and sustainability for well over two decades and has been an active advocate for these issues. And looking back, we feel a great sense of satisfaction in knowing that every time we have called out, participants from all walks of life – the community, businesses, schools and universities from across the country – have come out in great numbers to support our causes. Here a special mention and recognition goes out to the all the authorities that have stood by us all through and offered unflinching support and encouragement.

This is a great reflection of the vision of our founding fathers and the strategies of our rulers towards the environment. To celebrate the spirit of the UAE National Day, the campaign will start in the Emirates of Abu Dhabi on 4th December 2013 and will conclude in Dubai on 12th December 2013 covering one Emirate each day of the week. Al Mar'ashi also extended her appreciation on the support received from the Abu Dhabi City Municipality, the Environment and Protected Areas Authority (EPAA) Sharjah, Fujairah Municipality, Ajman Municipality, Al Ain City Municipality, Ajman Free Zone Authority and Department of Public Works and Services in Ras Al Khaimah. Some of the sites finalized as on date are Nad Al Sheba, Dubal, Umm Ramool - Dubai Duty Free - Head Office in Dubai; Dibba Al Hisn Corniche, Sharjah City for Humanitarian Services & Branches of Sharjah Ladies Club in Sharjah; Al Jazira Al Hamra Beach (After the Marjan Island Development) in Ras Al Khaimah; Mussaffah; Shahama & Al Wathbah in Abu Dhabi; Al Bahiya in Bahiya and Bida Bin Saud in Al Ain. Ms Mariyam Al Zabi, Head, Event, Abu Dhabi City Municipality; Ms. Asma Al Suwaidi, Communication and Community Service Manager, EPAA and Agr. Eng. Moahamed Kassan Al Shamsi, Technical Advisor, RAK Department of Public Works and Services attended the Press Conference and extended their support in person. Ms Mariyam Al Zabi, Head, Event, Abu Dhabi City Municipality shared that the Minucipality has been participating in the campaign for six year consecutively.

The objective of the campaign is participation of community service to protect the environment and work to attract various segments in the emirate to work side by side with our brothers in other Emirates. They will launch the campaign this year with educational programs and with strategic partnership and participation of schools and institutions. Asma Al Suwaidi, Communication and Community Service Manager,EPAA was of the opinion that the participation of EPAA in the 12th cycle of the Clean Up UAE Campaign is a continuation of their active participation in the previous years, in order to consolidate efforts of all sectors and institutions of society in environmental conservation. She further added, 'This year, EPAA continues its efforts to organize and participate in environmental events in order to preserve the UAE environment that offers each of us healthy conditions for living. Such social and community-based efforts emphasize on the role of every resident in the country and promote voluntary work”. Mr Ahmed Nasser, General Manager for Laundry & Home Care for Henkel in the GCC said, “We are committed to leadership in sustainability.” This is one of Henkel's five corporate values. Our sustainability strategy is Achieving more with less: which means; we create more value for our customers and consumers, for the Communities, we operate in, and for our company – at a reduced ecological footprint.” Henkel is the main sponsor of the Campaign in Dubai.

The other sponsors are Ms Donald's, Co- Sponsor, Dubai; BP, Co-Sponsor Abu Dhabi and Emirates NBD Bank, Support Sponsor in Dubai. The other logistics and material supporters are Coca Cola, Almarai, Fujairah Plastic Factories, Dutco Balfour Beatty LLC, Abela & Co, Byrne Equipment Rental and Zulekha Hospital. With the support of all the sections of the society, EEG is encouraged to take this cycle of campaign to newer heights and hopes that this initiative is incorporated into day to day activities of the residents of the country to keep building UAE as a cleaner and greener country to visit, work and live in.