Impressive response as campaign begins in 18 schools in Dubai and Sharjah;
Dubai, April 25, 2010: Beati, the ambitious environment protection initiative by Imdaad, the leading integrated facilities management solutions provider in the UAE, marked an impressive start of its second season in 18 schools in Dubai and Sharjah. The campaign in 2010 has already evoked great response from school children and authorities.
The second season of the forward looking Green Initiative has extended its coverage to schools as far as Al Dhaid in Sharjah. Imdaad’s target is to cover a total of 30 schools in 2010, including those in Abu Dhabi and Shahama. The initiative was implemented in 13 schools in the first season.
First launched in 2009 with support from Dubai Municipality, the Knowledge and Human Development Authority (KHDA) and Union Paper Mills, Imdaad’s Beati focuses in its second season more on recycling initiatives, which evoked a remarkably positive response from school children.
Jamal Lootah, Chief Executive Officer, Imdaad, said: “We are thrilled by the way Beati has taken off in its second season. There are more schools in a wider geographic area this time and it pleases us to see children, their parents and school authorities actively supporting this environment campaign. Imdaad sees the second season as an occasion to establish Beati as the most effective green initiative in the country at grass root level. This is our contribution to the UAE’s sustainable development initiatives.”
Beati’s unique concept as an environment awareness programme that involves the active participation of school children, was met with exceptional enthusiasm. It is an interesting mix of fun and learning and includes a series of activities such as quizzes and drawing contests, practical sessions, expert lectures and film shows. The programmes have been further fine tuned for the 2010 season to make them more effective and appealing to children.
Launched as part of Imdaad’s Corporate Social Responsibility initiatives, Beati is themed on the slogan “My environment, B’cos I want my world.” The campaign’s prime focus is on “Reduce, Reuse and Recycle,” three activities that require determined and continuous efforts from the society for a positive impact on environment.
Beati’s activities have been designed to attract children’s attention to environment issues. “Khaddour,” the fun-loving “green leaf” mascot, encouraged children to involve in recycling activities in school and at home. A drawing competition inspires children through hidden symbols that highlight objects to be recycled on a particular day.
Brochures and booklets were distributed among children, graphically describing various environmental aspects that deserve serious attention.
Beati celebrated its first anniversary in December 2009 at Ibn Batuta Mall, where winners of the contests were presented with mementoes and certificates at a colourful ceremony.
The campaign reflects Imdaad’s increasing focus on environment as the company positions itself for strategic expansion in 2010. It has adopted more environment friendly technology and equipment such as Envac containers in waste management solutions.
Imdaad’s products, project portfolio and the list of partners expanded impressively in 2009, covering a much wider area including Abu Dhabi market.
Imdaad’s client base includes major corporate and service establishments such as Nakheel, Jafza, DP World – UAE Region, Dubai Properties, Dubai Customs, Limitless, Barclays Bank, Tanmiyat, Tamweel and Barclays Bank. Among major projects on its portfolio are Palm Jumeirah, World Trade Centre, The Gardens, Atlantis, Jumeirah Golf Estate, International City, Jebel Ali Port and Free Zone and Wasl, the asset management group of Dubai real Estate Corporation (DREC), along with shopping malls like Ibn Batuta Mall, Aswaq Extra, Dragon Mall, and many more.
