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Thu 4 Aug 2005 04:00 AM

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Leo Burnett launches environmental campaign in Saudi Arabia

Leo Burnett’s Jeddah office, fast food chain Al Baik and Coca Cola have joined forces to launch an environmental campaign designed to encourage Saudis to take responsibility for their surroundings and protect the environment.

Leo Burnett’s Jeddah office, fast food chain Al Baik and Coca Cola have joined forces to launch an environmental campaign designed to encourage Saudis to take responsibility for their surroundings and protect the environment.

The awareness drive, which is being supported by the United Nations Environment Program as part of its ‘Clean Up the World’ program, will include radio, TV and through the line marketing activities through Al Baik’s outlets across the Kingdom.

At the heart of the campaign, which is aimed at the youth, is twin brothers featured as cartoon characters – one called ‘Wartan’ (meaning ‘trouble’) who is untidy and never cleans up and the other called Nazih (meaning noble) who is responsible and clean. The ads have the caption “Littering is a mistake…that puts our city in trouble we can’t escape”.

In recent years Saudi Arabia has been increasing its efforts to protect the country from various environmental hazards, including a major threat to the Red sea coast from refuse such as food containers, water bottles and plastic bags.

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