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Earth Day. Initiatives. Ind e x. Background Objective Methodology Concept the idea; explained and explored Feasibility Benefits short term, mid-term and long term the next step forward. Back g round.
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Earth Day Initiatives
Index Background Objective Methodology Concept the idea; explained and explored Feasibility Benefits short term, mid-term and long term the next step forward.
Background The abysmal and fast-corroding state of our planet has been a wake-up call to many. We have witnessed many companies ‘going green’ as a mark of acknowledgement. We have also observed how most organizations belittle the reality by using eco days as another opportunity to get their logo in Ad glossies. Zulekha Group must choose to be among the select few who actually behave ‘green’ through the year. Having said that, we are aware that ‘save the earth’ is a gargantuan task which is simply beyond a single entity’s deliverable. But as an organization we can initiate steps within our capabilities towards ‘a continuous earth healing process’. This way, ‘Happy Earth Day’ could mean so much more than a mere wish at Zulekha Group.
Objective To create a movement that goes beyond wishing ‘Happy Earth Day’. This movement could make Zulekha Group Earth day concepts a deliverable reality and at the same time create a value add to our brand.
Methodology Launch a Zulekha Group ‘environment sensitive centre’ that will continuously churn out eco-friendly activities that are implemented within and at touch points of our group, and also the UAE society at large. Brand it as a self-sustaining Zulekha property complete with ‘Zulekha parented identity’ and make this a platform to explore co-branding initiatives in the future. The impetus on combined efforts to be clearly outlined right at the beginning making this a corporate partnership entity replete with its own micro-web site on a later day. ZG EFFORT ‘Zulekha Group’s Earth Friends For Optimum Results Tomorrow!’
Concept For this year’s Earth Day, we suggest the first conceptual call out for a combined corporate movement through ‘Join us in healing earth’. The ‘Join us’ line is purposely quoted to set the tone for long term associations with a partnering idea. The first ‘ZG EFFORT’ event on Earth Day will begin with a compelling ‘sapling donation drive’ in UAE. During this campaign, we will also establish ZG EFFORT as a committed endeavour and publicize the various Zulekha Group environment friendly activities.
Concept explained The concept will be an interactive event which invites participation of every visitor to our facilities (2 hospitals and 3 Clinics) on April 22, Earth Day. The idea is to place a large canvas near the entrance of our facility with a pack of “Green Coloured Crayons”. This canvas will have a message “Draw a tree and join us in healing earth!” A tag line at the bottom of the canvas that proclaims “As many you draw, that many we plant” Press Ads, ambient media, communication aides and a host of collaterals will propagate the idea to create a buzz about this activity in UAE.
Concept extension – First year A plethora of activities can be initiated over many media to drive the message of environment friendliness. Eco Centre: Launch the Zulekha Group Environment Centre called ZG EFFORT ‘Earth Friends For Optimum Results Today!’ This body can become a nodal body that can garner support and contribution from other organizations making it a larger entity with a pool of supporters. Ambient media: Have actual tee shirts with ‘save trees’ slogans (instead of paper for poster), which can be tied to tree trunks to look like they are embracing the tree. Later, these tee shirts can be donated to the needy.
Concept extension – long term Paperless initiative: We already have the Intranet which is an impressive implementation towards the paperless move. Additionally, we can add a signature on all emails that gently requests receiver to avoid taking print of the same. Recycled paper bags and glass: We can support Non-profit institutions by sourcing recycled paper instead of plastic and also recycling the glass apparatus. Power conservation: Encourage usage of natural sunlight during day time in well lit areas. IT department to implement ‘System Standby’ mode after 1 min to save power during ‘idle computer’ time.
Concept extension – next year Branded Caps: Every year, Earth Day will arrive just before the sweltering summers and hence we thought of having branded caps with our ZG EFFORT logo. Micro Site: We could also work out a dedicated micro site which showcases the environmental initiatives of Zulekha Group.
GREEN BUILDING INITIATIVES FOR NEW PROJECT • Energy efficient control switch gears. • Energy efficient lighting. • Energy recovery wheel for HVAC system. • Building Management System. • Building design considered to obtain maximum natural light. • Using environmental friendly refrigerant. • Considered product with longer lifecycle.
GREEN BUILDING INITIATIVES FOR NEW PROJECT • Sensor taps for actual water consumption • Procurement of maximum construction materials from the local market. • Insulated walls and doubly glazed Thermal windows • Use of biodegradable vinyl flooring • Training and awareness program for HSE.
