The “My City My Environment” brand is a powerful message on its own. Thus, it was the campaign team’s priority to establish this brand as a culture of environmental behaviour, rather than focused on one spectrum of behaviours to represent the city and its environment. The brand’s motto is “You Are The Difference”, establishing a very vital component of Dubai’s Environment Culture. The motto will help the campaign emphasize the important role every resident in Dubai has to maintain environmental sustainability, a fact that tends to be forgotten, and a responsibility that tends to be left for the government to handle.

Target group all ages.