EEG Communication Campaign in UAE


EEGCommunication Campaign in UAE

Thesuccess of a communication campaign is described by the achievementof the end results as well as the effectiveness of the communicationstrategies. Since a communication campaign involves a range ofstrategies, it is imperative that every program be evaluated based onthe reasons of the campaign and the process of the implementation. Toexplore these dynamics, this paper will discuss the Environmentalawareness campaign in the United Arab Emirates of “Clean upEmirates.”This campaign is aimed at promoting the cleanliness of theenvironment in the UAE and creation of cleanliness consciousness inthe society.

TheEnvironmental awareness campaignin UAE

The“Clean up Emirates” is anenvironmental awareness campaign that was launched in the UAE by theEmirates Environmental Group, the EEG. This campaign strives tocreate awareness of cleanliness and invite people to participate inthe cleanup process. The cleanup is the action base where theorganization invites people to take the initiative of participatingin the environmental process. To achieve this, the EEG implements thecommunication strategies that inform people about the initiative. TheEEG adopts a varied communication means as a way of reaching thepeople, both individuals and corporate bodies. The following is adiscussion of the public communication campaign initiatives andstrategies used by the organization.

Publiccommunication campaigns, initiatives and strategies

Oneof the main public communication campaign initiatives adopted by EEGis the use of educational institutions to pass the information. TheEEG has partnered with a number of educational institutions such asschools and colleges to create the necessary awareness for thecampaign. Some of the main educational institutions include theAmerican University of Sharjah, Al Noor Training Centre for Childrenwith Special Needs and the Al Salama School-Umm Al Quwain (EEG,2014). To make this strategy a success, the EEG has introduced theregistration platform for academic institutions. This allows thewhole institution to participate as well as pass the information tothe public as a partner of the environmental agency.

Toincrease its spread of information, the communication campaign hasused several publications as tools of promotion. The EEG uses its ownpublications to increase its networking capacity and reach out to abigger number of organizations and people. This communicationstrategy uses the publications that discuss several issues thatrelate to the main mission of environment preservation. Some of thepublications include, Flyers/Brochures, posters and Table Calendars(EEG, 2014). Through these publications, the campaign is able toreport on the news of the past events and give updates on theenvironmental agenda. Moreover, these publications provideinformation to a spectrum of audience at the institutional, nationaland global level.

Thecommunication campaign has used the strategies of participativeevents for the promotion of the initiative. This is done byorganizing several events for different target audience to engagewith the EEG and learn about the cause of the initiative. Accordingto the EEG (2014), the campaign has divided the promotional eventsinto three. Educational programs are the first category that consistsof the Environmental Drawing Competition for students, teachers’workshops and students’ workshops. The other programs include theInter-College Environmental Public Speaking Competition and theInter-School Environmental Public Speaking Competition, which makestudents to create messages about the environment and present it in acompetitive platform (EEG, 2014).

CorporatePrograms and events is the other category that aims at creatingawareness within the corporate environment. The most common is theAnnual Corporate Gala Dinner where corporate leaders shareinformation about the preservation of the environment (EEG, 2014).The third category of the participatory promotion events is the WasteManagement Programs. These programs include the Can Collection Day &ampDrive, which inspires participants to collect can in the UAE cities.The Waste Collection Campaigns are part of this category and allowsparticipants to collect wastes that are littered in the towns andcities within the UAE. Finally, the Annual Awarding Ceremony is heldto reward individuals, organizations, agencies and institutions thatstood out in the management of waste and preservation of theenvironment (EEG, 2014).

Theuse of educational and academic institutions as the agents of thecommunication process as well as the partners has helped EEG to reachmore people than it could have done by itself. In addition, the useof these educational institutions gives the EEG the chance to educatethe young citizens about the importance of preserving theenvironment. This creates a double-effect than any other strategythat of passing the message through the people that needs the messagemost. According to the principles of a public relations andcommunication campaign, the most effective method of communication isthe one that reaches to the most important target audience (Rice &ampAtkin, 2012). In this case, the younger generation of the mostimportant target audience for the EEG. Therefore, this strategysurpasses the effectiveness principle because it turns the targetaudience into the agents the awareness campaign.

Anotherstrategy adopted by the EEG is to use the corporate bodies in thecreation of the awareness and in the communication process. Thisstrategy is one of the most powerful initiatives by the EEG since thestrategy targets the bodies that are central in the degradation ofthe environment. According to Theobald(2003), most corporate bodies arethe ones that are directly involved in the degradation of theenvironment through wastes or indirectly through the products thatthey produce. Among the companies and organizations partnering withEEG include Abu Dhabi Municipality, Ajman Free Zone Authority, Al AInMunicipality, Ajman Municipality, Sharjah (EPAA) and the Ras AlKhaimah Public Works &amp Services Department and SharjahMunicipality (EEG, 2014). One of the main ways of promoting thecampaign would be the involvement of the corporate bodies thatotherwise pose a threat to the environment.

Inaddition, this strategy is effective in the implementation of thecampaign because it targets the possible financiers of theinitiative. This is because the corporate bodies are instrumental infinancing such programs through their corporate social responsibilityinitiatives. The financiers of this initiative include Henkel(Dubai), the Julphar (Ras Al Khaimah), McDonalds (Dubai), BP AbuDhabi (Abu Dhabi), SC Johnson (Dubai) and the Emirates NBD (EEG,2014). By partnering with the corporate bodies, the EEG makes theproject more valid to the public and to the government agencies.Through the use of the corporate bodies, the EEG is able to use thecommunication structures of the corporate bodies that sometimes ismore pronounced and better than that of the environmentalpreservation body. Moreover, the use of the communication structuresof the partnering corporate bodies helps EEG to reach to a wideraudience.

Theother main strategy is the use of the internet by EEG to pass themessage. This allows the organization to use several platforms on theinternet to pass their information and promote the campaign. One ofthe main online platforms is the use of the website of theorganization, where visitors can visit and get the information. Amongthe advantages of the use of the online strategies is the ability touse graphical communication that is designed to influence thethinking pattern of the audience. Moreover, the use of the onlinemedia allows the EEG to interlink with the online platforms of thepartners to strengthen the campaign and pass the message.

Theuse of the television media is perhaps one of the most effectivestrategies that the communication campaign has adopted. For the EEG,passing the information through the UAE television media gives thecampaign a crucial shout to the public. Since the media is anexpensive platform, the EEG has adopted a strategic partnership withtwo main television and media companies in the UAE the 7 Days andthe Gulf News (EEG, 2014). This partnership sees the two media housespass the message and promote the campaign for the EEG for without anyfinancial implication. In return, they are listed as the partners ofthe campaign, which improves their corporate responsibility image.These two will give the campaign the necessary airtime for theinformation to reach to the society. Most of the information passedincludes the dates, the partners, and the importance of the campaignand the expected results of the initiative.

Reasonsfor Implementing the Communication Campaign

Themain reason for the communication campaign is to create awareness andadvocate for a cleaner environment by bringing people together forone cause. According to the EEG, the aim of the campaign is to createa greater awareness about the growing concern for the level of wastethat is generated in the UAE. Therefore, the campaign aims atsparking action by all the stakeholders with an aim of reducing thewastes emitted to the environment. This makes the campaign a nationallevel campaign that involves each and every person in the society,whether affected directly by the wastes or indirectly. For thisreason, the campaign targets individuals, institutions, governmentauthorities and corporate bodies to participate in the environmentalcause.

Oneof the reasons for the implementation of the environmental awarenesscampaign is to clean up the towns and neighborhoods by collectinggarbage. This is why the campaign is targeted at people who are readyto volunteer and participate in the real clean up of the city. Thisis inspired by the need for cleaner cities and cleaner towns as thecampaign posters indicate (Theobald,2003). To achieve this, thecampaign organizers have established a graphical message for peopleto dream of a better and a cleaner town. Therefore, the quest forcleanliness in the cities of the UAE inspires EEG as well as thecorporate partners to join hands and implement the campaign.

Theother reason is the need for an awareness of the importance of aclean environment. This reason is more of a preventive initiativethan a corrective measure. This is because the campaign aims atinforming people of the benefits that come along with a cleanerenvironment. To promote cleanliness, the campaign seeks to inspirepeople to stop polluting the environment and recommends them to adoptmeasures that will maintain the clean habits. At the same time, thecampaign is being implemented by EEG to prevent people from pollutingthe environment that the campaign cleans up.

Similarly,the campaign is being implemented to educate people on the dangers ofpolluting the environment. This progresses with the preventive roleof the campaign since people will be aware of the consequences oftheir actions on the environment. The combination of the benefits ofa clean environment and the dangers of a dirty environment, thecampaign aims at reaching out to those who pollute and those whopreserve the environment at the same time. This is the reasons whythe campaign targets the corporate bodies around the UAE as well asthe educational institutions.

Anotherreason for the communication campaign is to foster a sense ofleadership in the issues of environmental conservation. This is thereason that explains why EEG focuses on incorporating as manycorporate bodies as possible. Due to the influence that EEG has inthe UAE, the organization uses the campaign to provide a leadershiprole to other organizations by influencing them to be environmentallyconscious. Currently, the EEG is concerned about the level ofenvironmental degradation that exists in the environment and thecontinuous release of waste onto the neighborhoods. Therefore, thecampaign is aimed at promoting positive change in the society inregard to how they relate to the environment.

Moreover,the communication campaign aims at promoting alternatives of managingwaste in the environment. This is done by promoting environmentalfriendly methods of managing wastes by educating the public on thesealternatives. One of the alternatives that the campaign is activelypromoting the adoption of recycling instead of throwing the wasteinto the environment (EEG, 2014). In this regard, the communicationcampaign proposes to recycle as the main method of managing thewastes in the environment. Because the campaign targets the corporatebodies, the campaign also aims at influencing their decisions toembrace recycling. This will help the campaign to fight the menace oflittering in the environment and promote a cleaner environment.

Asa result of the communication campaign, the EEG aims at saving theuse of important resources in the society. The saving of trees isadopted as the most targeted end result of the communicationcampaign. According to the EEG, the campaign seeks to encouragerecycling of papers, which promotes efficiency in the use of papers.The communication campaign aims at informing people about the successof the past campaigns and the results of the same with theenvironment. For instance, the EEG reports that their previous yearhelped to save up to over 20,000 trees and avoided over 3,758m3 landfills (EEG, 2014). Thepast success influences the target groups to adopt the recommendedenvironmental habits and give the EEG the reason for the continuityof the initiative.


Toimprove the public communication campaign, the EEG should optimizeits online platforms by using the social media as part of thecommunication campaign. The online platforms provide the organizationwith the ability to communicate with the global audience. One of themost widespread ways of reaching the masses is the use of socialmedia. The power of the social media to spread the message has notbeen used optimally by the EEG in the current communication campaign.This is because the organization has scantly supplied the informationon the social media platform across the UAE cyber space. As a result,there are fewer conversations about the communication campaign,meaningless people have not heard about it. Therefore, the EEG shouldplace a number of online advertisements on the social media. Theseadverts should be linked to the website of the organization as a wayof building a contact list of the interested people.

TheEEG should improve its public communication campaign by selectingmore media partners for the promotion of the initiative. The EEG canstrategically select at least five media houses and companies tocarry out the public communication for the initiative. Instead ofrelying on the two media organizations as the partners, more partnerswill spread the message to reach more people. In addition, theorganization should select the most powerful and widely acceptedmedia organizations, which will spread the message moreprofessionally and to a wider audience (Theobald,2003). Therefore, the EEG needsto use the services of public communications consultants to advise onthe best media companies to use for the public communicationcampaign.

Toimprove on its public communication campaign, the EEG should involvethe government agencies in the process of promoting its initiative.This can be done by using the government institutions that promotethe environment to carry out its communication to the public. This isbecause there is a tendency of people to trust the government morethan they do to the corporate or non-governmental agencies (Rice &ampAtkin, 2012). Through well defined partnerships, the EEG can use theexisting communication channels of the authorities in the cities ofthe UAE to promote the environmental initiative. In addition, thesame strategy can be replicated to other organizations and corporatebodies that partner with EEG in the environmental initiative. Thesuccess of this tact will significantly reduce the cost of the publiccommunication for the campaign, while maintaining a bigger impact interms of awareness.

Moreover,the EEG should use community lectures to create an environmentalawareness campaign. The community lecture should take place instrategic locations that will create a large influence among thepeople. The community lectures are important because they promoteunderstanding of the environmental awareness campaign among theaudience. In addition, Rice and Atkin (2012) argue that a publiclecture can be combined with other strategies. For EEG, the strategycan be combined with programs such as the teachers’ and students’workshops that the organization is already using. Moreover, thecommunity lectures can also be combined with other environmentalawareness programs such as the public speaking competition that arecurrently adopted by the organization. Through these lectures, theEEG will get the opportunity to improve its communication campaign bycreating an understanding of the initiative to the public.


Theenvironmental awareness campaign by the EEG is the “Clean upEmirates” which aims at promoting the preservation of theenvironment. EEG has worked on this initiative by implementing acommunication campaign to promote the cause among the public. Thereasons for the implementation are to create awareness for theconservation of the environment and to reach out to more people toembrace the initiative. To implement the communication campaign forthe environmental awareness initiative, the EEG has adopted severalstrategies such as the use of media, educational institutions,corporate bodies, participatory events and online platforms. However,the organization should optimize its online presence through socialmedia and select more media partners among others. This way, theorganization will improve its communication strategies for theenvironmental awareness campaign. As a result, its futurecommunication campaigns will be more efficient and effective inreaching to a wider audience.


EmiratesEnvironmental Group, EEG. Retrieved From, &lt 24, 2014

Rice,R., &amp Atkin, C. (2012). PublicCommunication Campaigns.New York: SAGE Publications

Theobald,S.K. (2003). LocalEnvironmental Sustainability.Oxford Elsevier Inco