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Inspiring hope in sustainability communication

Masdar City’s Nermeen Negm explains how its new campaign uses humour and irony to get the climate message across

Living sustainably isn’t always easy. It requires effort, understanding, and, sometimes, patience.

We’ve all been there: the paper shopping bag ripping at the seams, awkwardly scattering your groceries to the ground.

The earnest attempt to shop organically, only to find every product meticulously wrapped in layers of plastic. The well-intentioned paper straw dissolving in your mouth as you strive to maintain composure in elegant company.

Your electric car, impeccably aligned with your commitment to reducing emissions, coming to a halt in a traffic jam as its battery life dwindles.

I have a friend who doesn’t drive and almost always opts for a Tesla Uber when traveling


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