Environmental Awareness Campaign, Royal Commission for AlUla
Building Environmental Awareness
The Environmental Awareness Campaign Strategy and Implementation Plan project supported the RCU to benchmark, operationalise and measure its environmental performance around key sustainability-related indicators.
The project focused on 11 environmental topics based on RCU’s Strategic Sustainability Roadmap and prioritised in its Sustainability Charter. The purpose was to achieve environmental literacy within the AlUla community, across a range of stakeholders. Flint Culture was retained by RCU to implement the project and we partnered with Shared Planet and Bellwether to implement the following phases:
Conduct a thorough data collection exercise across selected stakeholders to set a baseline for environmental literacyDevelop an Environmental Awareness Campaign Strategy and Implementation Plan based on the data analysis, motivating stakeholders to learn and take action. Create the required relevant content strategyDevelop a Progress Measurement Tool to measure the increase in baseline level a year after the campaign is launched.Develop a campaign visual identity & system to generate recognition and adoption
RCU has long recognised that farm owners in AlUla are struggling with maintaining the ROI on their farms. They have already established several programs to help farmers, including providing new facilities for training and marketing local products such as moringa and citrus.
Another key issue is that farm owners are still using old methods of irrigation, burning agricultural waste and using imported seeds to grow plants instead of indigenous alternatives. Additionally, farm owners have low awareness of depleting natural resources, or are not motivated enough to spend on sustainable technology and train their workers. Furthermore, they may have multiple business interests and may not be fully aware of the working practises on their farms.
Farm workers come from various different countries and have low awareness of environmental challenges
Our Role
As a part of the campaign and implementation plan, we are working with RCU’s sustainability, agriculture and communications teams to generate greater awareness through regular communication with farmers, including live workshops and video trainings. This includes liaising with various stakeholders and ensuring that every program is well in sync with other programs directed towards farmers.
