Emirates Foundation Ne’ma Initiative Cinema Campaign [Video]

November 26, 2024

The Emirates Foundation, in partnership with Place Communications and Motivate Val Morgan, has unveiled an on screen and off screen cinema campaign to promote the Ne’ma Initiative across the UAE.

The Ne’ma Initiative reflects the vision of UAE President His Highness Sheikh Mohamed bin Zayed Al Nahyan, addressing over-consumption and fostering sustainable practices. It also revives traditional values of social responsibility and resource stewardship, encouraging a more mindful approach to consumption.

On Screen Campaign – UAE

The on-screen campaign features a 60-second ad running for four weeks starting November 21, 2024. It will be shown in select VOX, Reel, Cinemacity, and Royal cinemas across the UAE. The ad portrays a touching conversation where a grandmother shares wisdom with her grandchildren about valuing blessings and avoiding food waste. It emphasizes the importance of communal responsibility in fostering a more mindful and sustainable approach to food consumption.

Building on the on-screen efforts, the Emirates Foundation is launching an off-screen …