The aim is to inspire people to reduce their individual footprint, currently the largest in the world. The desired outcome is to get UAE residents to recognize the scarcity of natural resources, the need to live within resource means and to understand the environmental implications of their lifestyles.

There is often a misconception that saving the environment requires grand gestures, massive campaigns, corporate responsibility and political waves to incur change. This ad informs people that change is in our hands, that the daily choices we make are what have the greatest impact on the environment.