The channel gets set for World Earth Day with an inspiring programme line-up and interactive energy-saving project
Viewers can visit special Efficient House exhibition in Marina Mall, Abu Dhabi
Abu Dhabi, UAE, 18th April 2010: National Geographic Abu Dhabi (NGAD) is gearing up for World Earth Day with a line-up of thought-provoking programmes which highlight the dangers the planet faces and - most importantly - how to prevent further damage to our environment. For the 12 days leading up to Earth Day on 22 April, NGAD will broadcast a series of daily shows - at 8pm KSA and 9pm UAE between 11 to 22 April - that focus on two aspects of the environment; the state of the planet and the promotion of the green movement.
As part of the Earth Day campaign, NGAD has launched an interactive consumer connect project, Al Beit Al Mithali - meaning 'Efficient house'. Visitors to the life-size exhibition in Marina Mall, Abu Dhabi, can walk through the house and find out how simple shifts in daily habits can be beneficial not just for themselves but also for our overstressed environment. The aim is to teach simple and effective energy-saving tips through the house, which are fun to learn and leave a lasting impact on the daily habits of the region's residents in their own homes.
"One of the key pillars of National Geographic Channels is to inspire people to care about the planet. Earth Day is an extremely important event for us, as it allows us to raise awareness about the environment and the planet through our relevant programming and promotional efforts. Through our project - Al Beit Al Mithali, we seek to make individuals aware that through simple shifts in their daily habits they too can make a difference." commented Rohit Dsilva, General Manager - National Geographic Abu Dhabi.
"National Geographic Abu Dhabi is dedicated to raising the environmental awareness of its viewers through fun and informative programming about the planet. World Earth Day is the perfect opportunity for us to focus on the environment and the role each individual can plan in making a difference," commented Karim Sarkis, Executive Director - Broadcast Group, Abu Dhabi Media Company.
Recognising that young minds are often more receptive to such changes, the channel is also in talks with various schools in Abu Dhabi to organise field trips to the house for its students. NGAD aims to instill good energy-saving habits in the region from an early age, and the channel hopes that the children's visit to the house will have a strong and long-lasting influence on the day-to-day use of resources in their own house.
A key highlight of the channel's multimedia campaign is a fun, interactive online initiative that encourages people to 'take a pledge' on one of the efficiency tips promoted by Al Beit Al Mithali. The user simply selects the efficiency tip they are most likely to implement and then takes a pledge on it on the channel's website, where it is officially recorded. The user also has the opportunity to share their pledge with friends and invite them to take a pledge of their own, thereby kick-starting a movement of making small changes.
"The beauty of the campaign lies in its simplicity of the communication. Most of the efficiency tips communicated through the house are something people would have read or heard about before, and anyone visiting the on-ground exhibit or the online virtual house, without doubt, would remember a few of the tips when interacting with the same objects in their own house. Furthermore, the online pledge campaign serves to reinforce this environmental initiative," commented Dsilva.
Marina Mall, Abu Dhabi is the exclusive mall partner of the campaign. A virtual format of Al Beit Al Mithali is also available online on www.natgeotv.ae/earthday, where users can access information on how to make their home more energy-efficient.
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About National Geographic Abu Dhabi
Launched in July 2009, the free-to-air National Geographic Abu Dhabi invites viewers in the Middle East to re-think the way they see television - and the world - through smart, innovative programming in the Arabic language. Brought to the region by the Abu Dhabi Media Company (ADMC) and National Geographic Channels International (NGCI), the channel is dedicated to understanding and protecting the world, with its worldwide reputation of producing credible and authentic content that fits different viewers' interests. Its programming is smart, factual entertainment weighted in favour of popular science, technology, natural history, archaeology and natural mysteries. For more information, please visit www.natgeotv.ae
About Abu Dhabi Media Company
Abu Dhabi Media Company is a vertically integrated media company created in 2007 as a public joint stock company from the assets of Emirates Media Incorporated.
Abu Dhabi Media Company employs 1800 people across its operating units which include publishing, television, radio, digital media, distribution, and printing.
Abu Dhabi Media Company owns and operates Abu Dhabi Al Oula, Abu Dhabi Al Emarat, Abu Dhabi Al Riyadiya, Abu Dhabi Al Riyadiya 2, and Abu Dhabi +1, Emarat FM Radio, Holy Quran Radio, Abu Dhabi FM, Star FM, Al Ittihad newspaper, The National Newspaper, Zahrat Al Khaleej magazine, Al Super magazine, Majid magazine and Imagenation Abu Dhabi as well as other businesses including United Printing Press.
The company is headquartered in Abu Dhabi with offices in Cairo, Dubai and Washington D.C.
For more information please visit www.admedia.ae
Manning, Selvage & Lee
Smriti Singh
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Fax: +971 4 367 2615
Email:Smriti.singh@dubai.mslpr.com
Abu Dhabi Media Company
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Tel: 971 50 5842741
Email: omar.abedrabbo@admedia.ae
© Press Release 2010
