PSFK interviews Reem Al-Thawadi, the Communications Officer of the Emirates Wildlife Society-World Wide Fund for Nature, discussing effective messages which motivate UAE locals to buy local and get smart about overall energy consumption.

As a part of a larger federal initiative, called Al-Basma Al-Beeiya, the Emirates Wildlife Society-World Wide Fund for Nature (EWS-WWF), developed a powerful animation in order to raise awareness within the UAE about the impacts of high consumption lifestyle.

While the animation itself was developed by ad agency AYA, the larger initiative pulls together the Ministry of Environment and Water, the Abu Dhabi Global Environment Data Initiative (AGEDI), and the Global Footprint Network (GFN) which coined ‘Ecological Footprint', a term so fundamental in today’s understanding of green consumption.

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