Taking Root and Empowering the UAE Community to Change Their Landscape

Dubai, UAE, July 26, 2018:  Capable of growing roots down to 30 meters to access water, the Ghaf – the UAE's national tree – could once be seen on sand dunes and gravel plains throughout the Emirates. Today, this is not the case. Continuing urban development has placed the Ghaf tree under threat and it is now on the endangered species list. That said, we can revive the Ghaf to its former glory; all it takes is team work, coordination and the cultivation of thousands of Ghaf seeds.

The Father of the Nation was once quoted to have said, “Cut a path, but don't cut a tree.” Sheikh Zayed Bin Sultan Al Nahyan (peace be upon him) understood the link between the environment and human well-being. In the Year of Zayed, sustainability is one of the core values held by those that uphold Sheikh Zayed's memory.  His legacy has inspired Procter and Gamble's (P&G) Leave Your Mark campaign to plant thousands of Ghaf trees across the UAE. 

Naturally, Ghaf trees provide a valuable ecosystem to all – including the production of food and water, the provision of shade in a desert climate, and support for nutrient cycles and crop pollination, and cultural for spiritual and recreational benefits. It is a well-known fact that all trees provide oxygen, but the Ghaf tree can also provide shade for other smaller plants, and shelter and food for desert animals. Preservation of the Ghaf tree will enable us to offset our carbon footprint in the UAE, and also to preserve the rich heritage and culture that is attached to the tree. 

As a brand that stands for a better tomorrow, Procter & Gamble saw an opportunity to make a difference to the United Arab Emirates' environment and help restore the Ghaf tree to its former glory by giving residents of the UAE a chance to do the same. This July, P&G is partnering with the Give a Ghaf Tree Planting Program by Goumbook, Carrefour and you the consumer for its Leave Your Mark campaign.

How can you Leave Your Mark in the UAE?

Get down to your nearest Carrefour store and purchase one or more P&G products including Pampers, Tide, Fairy, Gillette, Always, Pantene, Olay, Head and Shoulders, Ariel, Downy or Venus. For every product you purchase P&G will plant a tree on your behalf. If you want to make your mark known, join P&G at JA Jebel Ali Beach Hotel on August 2, 2018 as the Company will host a Guinness World Record attempt for the most seeds planted in one hour. The target is 20,000 seeds – these will be replanted in a mosaic to show the likeness of the Year of Zayed logo when viewed from above, as a tribute to the Father of the Nation and his vision of a greener future for us all.