Under the patronage of Sheikha Shamma bint Sultan bin Khalifa Al Nahyan, President and CEO of Frontier25 and The Climate Tribe, The Climate Tribe has launched the Love This Land campaign, which will promote sustainable celebrations in the lead-up to the UAE’s 55th Eid Al Etihad in December 2026.
The Love This Land campaign primarily targets the use of single-use celebratory materials, including aerosol sprays, known as silly string, in recognition of the negative impact they have on communities during public celebration and their long-lasting consequences for the environment.
Sheikha Shamma bint Sultan bin Khalifa Al Nahyan said: “National Day is one of the most important and meaningful days on our calendar. It fills us with pride, belonging, and gratitude for all that the UAE has given us. But the materials we use to celebrate this special moment litter our streets, intimidate our communities, and fill the land we love with microplastics. We all need to do our part to drive change and to find solutions that allow us to express our joy while respecting our home.”
To launch the campaign, Sheikha Shamma convened a roundtable of senior representatives from government and industry to discuss Emirati values in relation to celebrations and environmental responsibility. Attendees considered how retailers and the younger generations could be encouraged to use alternative sustainable celebratory materials and remove aerosol sprays from the market. They also discussed how corporate entities could be motivated to reuse other single-use items, such as plastic flags and scarves, rather than rebuying them annually.
Frontier25 will publish an action agenda in November, including insights on the roundtable conversation and wider campaign. Meanwhile, The Climate Tribe’s Hub in MiZa, Abu Dhabi, will be welcoming the local community every Friday afternoon in October and November inviting people to create their own biodegradable confetti from waste leaves and flowers.
