Environmental Awareness Campaign:

Launched in 2005 under the slogan "Littering is a Mistake…That puts our City in Trouble We Can't Escape!", we decided the best way we could help tackle Jeddah’s growing garbage and litter problem was to use someone special to reach out directly to the city’s most impressionable and active audience –young kids – and through them, to their family members.

The spokespersons we found turned out to be truly special – and very persuasive. Two cartoon characters – Nazeeh, a clean teen, and Wartan, a sweet but lazy boy in need of a little direction –together helped spread the word far and wide, urging kids to get creative with recycled materials, corporations to help clean up the shores and the waters of the Red Sea and customers to sign a pledge to stoplittering and spend the summer sprucing up the city.

All through the summer, we helped get people excited and motivated by handing out free gloves, t-shirts and caps to clean-up volunteers, placing pledge sheets in all our outlets and even getting HRH Prince Sultan bin Salman and HRH Prince Misha’al bin Majed to support the cause by taking the pledge themselves. We handed out stickers and booklets to kids with instructions on how to make artistic projectsfrom recycled materials and hosted a huge end-of-summer event on the Jeddah Corniche, complete with a live installation artist and prizes for the people who made the biggest difference in cleaning up the city.

Since then, our annual summer anti-littering message has only grown louder and spread wider through TV ads and online updates, with our clean-up champions Nazeeh and Wartan continuing toinspire people across the Kingdom and beyond to keep their cities clean.