EnviroServe and TRA Campaign launched with du's internal initiative

Dubai: 20 June 2007 - In support of the recently announced National Mobile Recycling Initiative by EnviroServe and the TRA, du has launched its campaign with an internal drive for staff, encouraging them to donate their old or used handsets. A number of mobile phones have been gathered at collection points located at the du offices in Dubai Media City Building 14 and Shatha Towers.

The recycling campaign has been launched in an effort to ensure mobile phones do not end up in landfills and damage the environment as is evident from the campaign slogan "Don't let your old or broken mobile phone damage the natural beauty of the UAE."

Commenting on the milestone initiative Osman Sultan, Chief Executive Officer of du said: "The telecom sector has the potential to offer many social benefits including minimising travel, energy saving, reducing pollution and recycling. By incorporating recycling and conservation efforts into our every day routine, we can ensure a safer world for our children."

"It is important to consider the whole life cycle of a telecom device such as the mobile phone and understand its influence on nature, while it is being used and when it reaches the end of its life-cycle. For example, a mobile battery can pollute 600,000 litres of water."

For du, corporate social responsibility is an integral component of the company's identity and its role within the community. "du's participation in the mobile recycling campaign reflects our commitment to ensure a better environment and willingness to invest resources to support the country. We believe change must start from within. This is why, du would like to lead by example. Our employees are the first to give away their old phones to save the environment," added Sultan.

The novel initiative comes at a time when there is a high level of mobile penetration in the UAE. du has partnered with the TRA and EnviroServe for this ground breaking program designed to benefit the environment.                                                                  

"EnviroServe is proud to launch EnviroFone - the official UAE telecoms recycling programme and we are proud to be associated with du who have been tremendous in supporting the campaign from the start. It was never a question of if, but when, and we thank them for their support" said Stuart Fleming, Managing Director of EnviroServe and EnviroFone.

Phones, batteries, chargers and accessories which are beyond repair are recycled, and the plastic components used in the manufacture of traffic cones, bin liners or buckets. Metals such as copper, platinum, silver and gold are extracted through waste-to-energy processes. Batteries are also specially recycled. These are put to use in jewellery, new batteries, copper pipes, or sometimes even in mobile phones again.

-Ends-

About du
du, the new telecommunications company in the UAE, was launched on 11 February 2007 throughout the UAE. Among du's many firsts is its historic Number Booking Campaign for both individuals and business, Pay by the Second billing system, Mobile TV, Mobile Payments and Self Care. du business offers include Closed Business User Group and preferred International Destinations.

du shops were launched on 25 February 2007, supporting the delivery of du products and services to customers. 

du is 40 percent owned by the UAE Federal Government, 20 percent by Mubadala Development Company, 20 percent by TECOM Investments and 20 percent by public shareholders. It is listed on the Dubai Financial Market (DFM) and trades under the name du.

www.du.ae

For further information, please call:
Bina Mathews
PR Manager
du
Mobile: +971 55 4577984
Tel :+9714 3693828
Fax: +9714 3604440
e-mail: bina.mathews@du.ae

© Press Release 2007