Tadweer reveals intensive environmental awareness drive in 2020 delivered positive results

Campaigns reach out to over 250,000 people across emirate; Centre organises and participates in 110 awareness activities, carries out four integrated awareness campaigns.

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Waste Management
January 10 2021
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Abu Dhabi Waste Management Centre (Tadweer) announced that its awareness activities and campaigns in 2020 delivered significant results in promoting environmental awareness across Abu Dhabi Emirate despite the unprecedented challenges posed by COVID-19 pandemic to its operations.

In 2020, the Centre hosted and participated in nearly 110 awareness events and campaigns across the emirate’s three regions, including Abu Dhabi, Al Ain and Al Dhafra and actively supported several sub-campaigns in schools, private and public organisations, and commercial areas. This allowed the entity to convey its message to over 254,430 people from various segments of society. In January 2020, Tadweer’s awareness team carried out a comprehensive awareness drive before and during the Liwa Date Festival, which included short text messages, broadcast educational videos, distributed publications, and field visits.

In addition, the entity hosted several awareness activities during EcoWaste Exhibition, Asematy initiative, HCT awareness campaign, and several other unscheduled events held in January 2020. It distributed awareness publications developed in coordination with relevant health authorities and based on the latest guidelines from the World Health Organisation (WHO) to educate the members of community about the precautionary measures against Covid-19 outbreak. In February, the Public Awareness Department at Tadweer organised and participated in 24 different festivals, campaigns, exhibitions and events in coordination with the organisers of these events demonstrating their priority to protect the environment and ensure the health and safety of community in Abu Dhabi.

Tadweer also ran a series of integrated media campaigns during the Middle East Youth Expo 2020, Your Waste, Your Responsibility Exhibition, and the UAE Innovation Month. Moreover, similar activities were carried out to raise environment awareness during various environmental, health and safety events, awareness visits to farms and ranches, school awareness drives, and the National Environment Day.

As part of its intensive awareness agenda, the Centre organised five scheduled and unscheduled awareness campaigns in March across Al Ain, Abu Dhabi and Al Dhafra, including an awareness drive targeting 1,900 employees of various government entities, awareness campaign targeting 3,500 domestic workers, and airing multi-lingual awareness videos and messages during different activities. Tadweer’s Public Awareness Department hosted eight events in April 2020 featuring different awareness initiatives and publications on handling food waste and requesting the entity’s services. It also conducted a two-phase training programme for the department’s staff on improving their task delivery in line with the best international standards.  

In May, Tadweer distributed awareness publications on public health and environmental safety across the emirate, including awareness material on proper disposal of medical waste generated by Covid-19 patients. Furthermore, awareness leaflets were distributed among the owners of farms and ranches as part of Your Waste, Your Responsibility campaign that targeted 35,000 people across Abu Dhabi. The Centre also launched an initiative to highlight the precautionary measures against Covid-19 in Al Ain region, reaching out to nearly 4,000 workers.

The Centre also took part in an awareness event as part of its support for Asematy initiative in June to educate the public about the proper handling of food waste. In July, Tadweer’s Public Awareness Department stepped up awareness efforts on the sidelines of six major events held in Abu Dhabi including Al Wathba Summer 2020, Liwa Date Festival, Globe Summer Activities, Al Ain Virtual Population Forum, and Ruwais e-Summer Programme. The awareness team continued its engagement with Al Wathba Summer 2020 in August.  

In September 2020, Tadweer launched the ‘Al Dhafra Deserves’ awareness campaign that ran for 90 days and included both field and virtual activities.  Run under the theme ‘Your Waste, Your Responsibility’, the campaign aimed to enhance environmental awareness among the people of Al Dhafra Region and featured activities designed to promote proper waste handling practices in a bid to prevent littering, protect public health and contribute to the environmental conservation. As part of the campaign, the entity distributed more than 20,000 awareness leaflets, carried out 12,000 field visits, and launched a beach clean-up drive in view of the ongoing preventive measures taken by Abu Dhabi to prevent Covid-19 outbreak.

The Public Awareness Department at the Centre increased its efforts and activities in October 2020 by circulating awareness leaflets and posters at more than 20 events in collaboration with their partners, reaching over 10,000 people across Abu Dhabi. In Al Ain, Tadweer launched a virtual awareness campaign to educate school students about proper waste handling practices and highlight the negative impacts of littering on the environment.  

In November, the Centre carried out an awareness campaign aimed at educating drivers and the general public in Abu Dhabi about the importance of correct waste management practices.  Run in collaboration with Tadweer’s strategic partners, the awareness drive encouraged motorists and the general public to dispose of waste in designated bins to ensure the cleanliness of public facilities including roads, pavements, car parks and passenger waiting areas. 

Throughout the campaign, Tadweer utilised various virtual communication tools including display boards to reach out to the targeted audiences in multiple languages. In collaboration with Emirates Transport, the Centre sent 3,908 text messages to drivers in Abu Dhabi, 1,240 messages to drivers in Al Ain, and 409 messages to drivers in Al Dhafra. It also collaborated with the General Headquarters of Abu Dhabi Police to disseminate 36,000 awareness messages to motorists, and broadcast awareness videos through various social media channels receiving more than 100,000 views.

The Integrated Transport Centre also supported this drive by displaying awareness messages in eight bus stations and educating taxi drivers about the proper methods of handling waste. The drive took Tadweer’s awareness message to 2,978 people in Abu Dhabi, 556 in Al Ain, and 32 in Al Dhafra region. Furthermore, it communicated its awareness message to 1,094 people using bus services in Abu Dhabi, 313 people in Al Ain and 160 people in Al Dhafra in line with the Center’s objective of reaching out to the widest audience possible and sensitizing them to the importance of following proper waste handling methods.

In November, Tadweer launched a virtual awareness campaign targeting both students and teaching staff of Abu Dhabi Emirate’s kindergartens, schools, colleges and universities. Run in close collaboration with the UAE Ministry of Education and Department of Education and Knowledge (ADEK), the drive reached out to 9,000 students from various educational institutions and supported the Emirate’s efforts to promote environmental awareness and encourage students and staff to adopt sound and environmentally responsible practices.

“The praiseworthy outcomes achieved by Tadweer in 2020 are testament to the diligence of our teams who delivered on Tadweer’s mandate to foster environment awareness despite the unprecedented challenges they faced due to COVID-19 outbreak. Their efforts significantly contributed to sensitizing different segments of society to the importance of following proper methods in waste disposal and pest control. This will go a long way in preserving our environment and ensuring public health and safety in line with the objectives of Abu Dhabi Environment Vision 2030,” said H.E. Dr Salem Al Kaabi, Director General of Tadweer.

“Tadweer’s awareness efforts articulate the Center’s strategic objective of providing the highest health environmental safety standards to our community through their active participation in our continued endeavor to protect the Emirate’s environment and ensure its aesthetic appeal. These achievements will inspire our teams to find new opportunities to raise awareness through launching more innovative awareness campaigns and initiatives this year, while building on the past success and lessons learnt to better serve the community of Abu Dhabi Emirate,” he added.



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