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The text messages are intended to raise awareness of the EAD’s single-use plastic policy, which was launched in March 2020, and encourage individuals to join the “Mission Zero” campaign focused on switching to sustainable alternatives.
Those who receive the message will be directed to the EAD’s webpage dedicated to the policy, and users will also be able to access an educational toolkit. The SMS campaign will also provide tips on how to phase out single-use products and encourage the community to return the bottles for recycling.
“SMS marketing is a great way to increase awareness, and by implementing effective text messaging to mobile devices, we can engage and engage with consumers. Typically, users check their text messages multiple times a day, so our cause can be seen through consistent The message was heavily conveyed,” said Ahmed Baharoon, EAD’s Executive Director for Environmental Information and Science Outreach Management.
“Personalized, consistent and reliable information is also known to foster trust and loyalty. When people are committed and invested in an idea, they are more likely to recommend it to others, thereby expanding awareness of the cause. This is the goal of our SMS campaign, which works to inspire the community on the benefits of switching from single-use plastic to reusable alternatives.We will be sending out text messages every two weeks, and over the course of two months, a total of more than Two million messages were sent to the public,” he added.
EAD launched Mission Zero to set long-term aspirational goals of zero plastic, zero waste, zero emissions and zero harm to biodiversity. As part of the campaign, EAD set up a dedicated booth at the Abu Dhabi International Hunting and Equestrian Exhibition (ADIHEX) and distributed Big Zero installations across Abu Dhabi for people to dispose of plastic bottles and display them on bridges and public parks. Ads are placed on cars.
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