Love This Land campaign champions sustainable celebration as UAE marks milestone national milestone
Sheikha Shamma bint Sultan bin Khalifa Al Nahyan launches an initiative to encourage environmentally conscious National Day festivities, addressing the environmental impact of single-use celebratory materials.
Under the patronage of Sheikha Shamma bint Sultan bin Khalifa Al Nahyan, President and CEO of Frontier25 and The Climate Tribe, a significant new campaign has been launched to promote sustainable celebrations throughout the UAE. The Love This Land initiative will gather momentum in the lead-up to the nation’s 55th National Day in December 2026, encouraging citizens and residents to embrace more environmentally conscious ways of marking this cherished occasion.
Addressing the environmental impact of celebration
The campaign directly addresses the environmental consequences of single-use celebratory materials, particularly aerosol sprays, which accumulate throughout public spaces during festivities. These materials leave lasting microplastic residues in the environment and create challenges for communities during celebration periods. The initiative seeks to foster a meaningful shift in how the UAE marks its most significant national occasions, balancing the joy of celebration with genuine respect for the nation’s natural heritage.
Sheikha Shamma bint Sultan bin Khalifa Al Nahyan observed: “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.”
Collaborative roundtable discussions
To establish the campaign’s strategic direction, Sheikha Shamma convened a roundtable of senior representatives from government and industry sectors. These conversations explored how Emirati values fundamentally connect to environmental stewardship and celebration practices. Participants considered how retailers and younger generations might be encouraged toward alternative sustainable materials, and how aerosol sprays could be progressively removed from the market. The roundtable also examined mechanisms to encourage corporate entities to adopt circular practices, such as reusing plastic flags and scarves annually rather than purchasing new items each year.
Community participation and practical alternatives
Frontier25 will publish a comprehensive action agenda in November, offering detailed insights from the roundtable discussions and the wider campaign strategy. In parallel, The Climate Tribe’s Hub in MiZa, Abu Dhabi, will welcome the local community every Friday afternoon throughout October and November. These gatherings will invite participants to craft their own biodegradable confetti from waste leaves and flowers, demonstrating practical and accessible alternatives to conventional celebratory materials.
Source: Abu Dhabi Media Office