mobily Goes GreenCSR Campaign

20 Sep, 2010

Direction 1

A Greener FootprintAs consumers, each one of us is responsible for a certain emission of CO2, or what is called a carbon footprint.

But as a company with green objectives, mobily plans to leave behind more positive mark.

Direction 2

Our Logo(also Motto)

Is BlueA play on words in the Arabic Language.The Arabic word for “logo” also means “motto”

Thus saying, we have a blue logo and a green motto.

The rest of the presentation was intended to convince mobily,That saving printing paper, and avoiding pollutants,

in this campaign’s production process,Will add a more ethical dimension to their brand

But convincing them to practice what they preachWould be hypocrisy if we didn’t do it ourselves.

We did the following to demonstrate going greenOn the client’s own CRT projector

BLK SCRBlack saves 25% off this projector’s power consumption

Walk The Talk

mobily’s initiative to reduce paper consumption, and non degradable material has a deep ethical value.

But how can we preach that in a print campaign, when..- Ink and publishing are major pollutants- And paper consumption contributes negatively to the quality of air we

breath.

The following concept not only answers the above perspective…But also responds to the client’s request of using print media.

“Less is More. Save paper”

Outdoor Media:Printing half the amount of paper as a creative solution will show sincerity in the message, not to mention printing money.

“Less is More. Reduce Ink Toxins”

News Paper & MagazinePrinting half the newspaper ad in Black & White reduces pollutants from ink.

Actions speak louder than words, especially since mobily will soon launch Green SIM Cards, made from low toxin recyclable material.

Demonstrating going green to the public initiates the social act. Driving people to choose greener products, and companies.