November 26, 2024
Ne’ma, in partnership with Place Communications and Motivate Val Morgan, has unveiled an integrated cinema campaign to promote their latest initiative, ‘Valuing Our Roots,’ which aims to reduce food loss and waste 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-sec ad running for four weeks, starting November 21, 2024, at select VOX, Reel, Cinemacity, and Royal locations across the UAE. The ad portrays a touching conversation in which 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 success of its on-screen efforts, the Ne’ma Initiative Cinema Campaign also rolled out an off-screen campaign aimed at further engaging the community. This initiative included the distribution of 50,000 co-branded Ne’ma popcorn tubs at select VOX and Cinemacity locations across the UAE, which commenced on November 28, 2024. Each tub featured a special message highlighting the importance of reducing food wastage.
This initiative underscores Ne’ma’s commitment to raising awareness and engaging stakeholders across the food value chain in the reduction of food loss and waste. It emphasizes driving systemic change and promoting the adoption of a circular economy through collaborative efforts. These actions are in alignment with the UAE’s objective to reduce food loss and waste by 50% by 2030.
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