The BEEAH Group, government supported sustainability venture, launched the ‘Race for Life’ awareness campaign to draw attention to the endangerment of camels due to desert pollution. Conceptualized by Leo Burnett MEA, the initiative was part of a joint effort between the Dubai Camel Racing Club and BEEAH and held as part of the Al Marmoom Camel Race Festival.
The ‘Race for Life’ campaign focused on a camel named Oklah, which denotes a camel that gobbles up anything it spots, as it stayed immobile during the race and drew the attention of the audience. The camel’s body was carved with skilful drawings of plastic waste that camels inadvertently consume as well as a message reading “My race is a
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