It was an engaging , in-the-field piece of work.

Camping in the desert is a national pastime in the UAE. It has cultural and historical significance , with picnics and barbecues bonding friends and families together.

Though people are aware of the damage caused to our wildlife in the oceans by irresponsible use of plastic, they are far less aware of the damage caused to wildlife in the desert. Local people have always assumed that the vast desert just swallows up any litter they leave behind. They do not view the desert as an environment and ecosystem in meeting of protecting.

50% of camels in the UAE die from ingesting plastic every year.

They are attracted to eating the bright colors of discarded carrier bags.

Their stomachs then send signals to their brain that they are full and these poor animals then slowly and painfully starve to death.

Emirates Development Bank (EDB) has the purpose of ‘Enabling Tomorrow’. Facilitating the economic growth of the UAE. Making sure that growth happens in the right way and that our environment is protected.

EDB wanted to embrace an initiative that allowed them to take direct action. Not just spending money to green wash their brand image. But a cause which their staff could embrace and participate in as well as using their own influence to effect change.

The objective was to make the wider public aware of the issue as well as influencing key decision makers.

Apart from widespread media coverage both locally, regionally and internationally the camel stole the show at COP28. Getting in front of key decision makers at a rare point in time in which the environment was top of their agenda.

Featured in 18 significant publications.

Over 4 million impressions in local and regional publications.

Over 55 million impressions worldwide.

Estimated earned media of $775k (source: lrdigital)

Featured on local news.

Created debate on social amongst residents of the UAE.

EDB also benefitted both internally and externally. It inspired their staff who were fully involved- it was not just expensive free washing. It also enhanced their reputation nearly all other participants at COP28 in the shade.

One month after the event, a single-use plastic bag ban was suddenly brought in. Obviously we cannot take all the credit, but this high profile awareness campaign definitely helped.

Emirates Development Bank (EDB) supports projects that have a long-term strategic impact on the social and economic well-being of the UAE. Their purpose of “Enabling Tomorrow” goes beyond CSR, making sure that growth happens in the right way and that our environment is protected. They felt a duty to the country to lead the way on conserving the desert environment- a place that had been neglected compared with our oceans and seas.