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 between Dubai and Abu Dhabi for meetings to reduce his carbon emissions.
Yet, more often than not, he is late because the driver must unexpectedly stop to recharge. Climate fatigue is real, and the irony isn’t lost on us; it’s the essence of our latest advertising campaign.
An inconvenient truth
Masdar City is one of the world’s most sustainable urban communities and a world-class business and innovation hub in Abu Dhabi. Sustainability is what we do.
Our campaign doesn’t shy away from the reality that sustainable living can sometimes be a bit inconvenient. We embrace it wholeheartedly.
The allure of our approach lies in acknowledging these challenges and celebrating those who choose to tackle them.
We believe that humour and a touch of irony can be powerful catalysts for change. That’s why our campaign, while optimistic and relatable, doesn’t downplay sustainability’s gravity. Instead, we amplify its accessibility with a friendly, lighthearted touch.
New campaign
At its core, our campaign acknowledges a simple truth—living sustainably is an admirable journey laden with inconveniences but an undeniably worthwhile one, more easily ventured by living, working, innovating, and learning at Masdar City.
Our city is a testament that sustainable living can indeed be accessible and practical, and made remarkably more convenient if you follow our lead.
The UAE declared 2023 the Year of Sustainability, a testament to its dedication to environmental stewardship. The UAE is making significant strides in embracing sustainability, underlining its importance in this year dedicated to sustainable initiatives and heightened awareness.
This year is especially significant for Masdar City, even more so as the nation prepares to host COP28, a pivotal event setting us firmly on the global stage.
Masdar City approach
As we all gear up to host COP28, we can no longer afford to let sustainability take a back seat. It’s a collective responsibility to keep sustainability top of mind, and the UAE government and Masdar City are spearheading this endeavor with a proactive approach.
The spotlight is on us, urging the world to unite for the wellbeing of future generations.
While maintaining a balanced approach, it’s vital to underscore that the campaign does not trivialize the climate crisis in its sense of humour.
Climate change is a severe and urgent global issue that demands immediate action. Masdar City was conceived to be a “green-print” for cities of the future to combat climate change by fostering research and development, driving innovation, and advancing climate-tech.
Our very existence is rooted in addressing this global challenge through practical solutions and sustainable practices.
In Masdar City, we’ve created an ecosystem where sustainable living is not just feasible; it’s intuitive. Our city stands as proof of commercially viable, seamless, eco-conscious living—a place where renewable energy powers our buildings, parks and streets, and sustainable transportation options are abundant.
Meaningful change
Furthermore, Masdar City is a champion of the UAE’s Net-Zero 2050 initiative, with several net-zero energy projects currently underway. These projects serve as beacons of our commitment to achieving a net-zero future through our dedication to driving meaningful change on a substantial scale.
The essence of our campaign lies in showcasing that sustainability can be acknowledged without the unpleasant (though often necessary) fearmongering images while also not downplaying its urgency.
Because hope is in our DNA, and hope is optimistic and cheerful.
As we stand at the cusp of this momentous Year of Sustainability and prepare to host COP28, we invite the world to partake in this celebration.
We aim to steer our audience away from bleak narratives and move towards action, acknowledging that the journey to a sustainable world is a collective and conceivable endeavor.
In Masdar City, sustainable living isn’t just an aspiration; it’s an everyday reality. Our campaign is an invitation for you to join us. Together, we can move forward for the benefit of our planet and for a sustainable future.
Oh, and by the way, if you ever find yourself on the highway between Abu Dhabi and Dubai in your electric vehicle, don’t be inconvenienced; Masdar City has plenty of superchargers that can get you going in no time.
By Nermeen Negm, Head of Marketing and Communications, Masdar City
