Eros Group and GEMS World Academy partner in ‘Pass it On!’ initiative

Following the success of its awareness campaign at the Green Community, Dubai, in January 2011, Eros Group has further extended its ‘Pass it On’ initiative by reaching out to schools in and around the UAE. The campaign, aimed at reducing electronic waste through extending the life cycle of electronic products by giving them away to those less fortunate, has been adopted by GEMS World Academy (GWA) school in Dubai where both students and staff have been working to create awareness on the benefits of electronic ‘reduce, reuse and recycle’.

With the support of Eros Group, GWA set up a Pledge board for students, parents, visitors and teachers to tackle the e-waste problem in the UAE. By signing the pledge board the community was encouraged to make a commitment to make use of unwanted products by giving them away or passing them on.

Drop-off boxes were placed at the reception to GWA. The school's E-Patrol and Community Action Service (CAS) students were responsible for collecting and counting items as well as encouraging other students to participate in the campaign whilst parents and students were encouraged to complete an online home survey. TV screens around the school also displayed important Eco messages.

As a closing campaign event for the school, which plans to continue encouraging students to recycle electronics through its Eco-schools programme, GWA’s E-Patrol members and CAS students re-enacted a creative role-play of the ‘Pass it On’ campaign featuring a replica of Disney’s Wall-E robot created by GWA students. The play was followed by a drop-off by selected students, staff and ‘Pass it On’ representatives’ of the collected items to a nearby labour camp where items such as mobile phones, music systems, computers, irons, kettles, toasters etc. were passed on.

Niranjan Gidwani, Deputy CEO, Eros Group, spoke about the initiative: “Approaching schools to participate in the ‘Pass it On’ campaign was the natural evolution as we looked to extend the campaign. Educating the youth on the importance of proper electronic recycling is key to creating a long-term practice for protecting the environment and, in the case of our initiative, helping the less fortunate.

GEMS World Academy has done a superb job in promoting green initiatives and environmental awareness. We applaud the students, staff and parents alike for the marvelous work they have done to spread the ‘Pass it On’ message.”

Jason McBride, Elementary Principal at GEMS World Academy – Dubai speaking on behalf of the administrative team, said: “As an IB World School, an important element in our philosophy is to encourage the wider school community to take action. The ‘Pass it On’ initiative is the perfect example of a school initiative that encourages students, parents and staff to reflect on their impact on the environment and then make a difference. We are extremely proud of our school’s commitment to this project and of course our students who brought it to life”.

The campaign, launched under Eros Group’s ‘Follow the Future’ umbrella, is currently running across all 28 Eros outlets across the UAE, and the company has plans to further extend it to other communities within the UAE.