November 26, 2024
The Emirates Foundation, in partnership with Place Communications and Motivate Val Morgan, has unveiled an on screen and off screen cinema campaign to promote the Ne’ma Initiative across the UAE.
The Ne’ma Initiative reflects the vision of UAE President His Highness Sheikh Mohamed bin Zayed Al Nahyan, addressing over-consumption and fostering sustainable practices. It also revives traditional values of social responsibility and resource stewardship, encouraging a more mindful approach to consumption.
The on-screen campaign features a 60-second ad running for four weeks starting November 21, 2024. It will be shown in select VOX, Reel, Cinemacity, and Royal cinemas across the UAE. The ad portrays a touching conversation where a grandmother shares wisdom with her grandchildren about valuing blessings and avoiding food waste. It emphasizes the importance of communal responsibility in fostering a more mindful and sustainable approach to food consumption.
Building on the on-screen efforts, the Emirates Foundation is launching an off-screen campaign to further engage the community. It includes distributing 50,000 co-branded Nema popcorn tubs at select VOX cinemas and Cinemacity, starting November 28, 2024. Each tub features the message: “Planning to finish every bite? Let’s make sure nothing goes to waste!”
The distribution includes Cinemacity – Al Qana, Abu Dhabi and multiple VOX cinemas locations across Abu Dhabi, Dubai, Sharjah, Ajman, Fujairah, and Ras Al Khaimah.
This initiative highlights the Emirates Foundation’s dedication to raising awareness by involving all stakeholders across the food value chain in reducing food loss and waste. It focuses on fostering systemic changes and encouraging the adoption of a circular economy through collaborative efforts. These actions align with the UAE’s goal of cutting food loss and waste by 50% by 2030.
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