The Al Basama Al Beeiya (or UAE Ecological Footprint) Initiative is a federal Initiative
under the patronage of H.E. Rashid Bin Fahad ‐ the UAE Minister of Environment and
Water, Abu Dhabi Global Environment Data Initiative (AGEDI with the Environment
Agency ‐ Abu Dhabi) , Emirates Wildlife Society in association with WWF (EWS‐WWF)
and the Global Footprint Network (GFN). The desired outcome of the animation is to get
UAE residents to recognize the scarcity of natural resources and to understand the
environmental implications of their lifestyle. The aim is to inspire people to reduce their
individual footprint, currently one of the largest in the world.
AYA met the challenge with a thoroughly researched, engaging concept and superb
scripting. After an in‐depth worldwide research of animation techniques, AYA chose a
uniquely creative paper‐cut‐out technique executed by Asylum, a London studio. The
resulting animation, released officially on Earth Day this year, is already a hit not only
with EWS‐WWF, but on social networks as well.
"e are very excited about animation and intend to use it to help educate people about
the Ecological Footprint concept and motivate them to live more sustainable lifestyles. "said Laila Abdullatif, Ecological Footprint Coordinator, EWS‐WWF.
"e'e thrilled about the assignment,"said Farrah Washash, Account Director, AYA.
"e'e passionate about the environment and were excited about the opportunity to use
an innovative animation to realize the task."Emirates Wildlife Society is a national (UAE) environmental non‐governmental
organization. EWS is established under the patronage of HH Sheikh Hamdan bin Zayed
Al Nahyan, Ruler' representative in the Western region and Chairman of Environment
Agency ‐ Abu Dhabi (EAD). EWS works in association with WWF, one of the world'
largest and most respected independent conservation organizations, with more than 5
million supporters and a global network active in over 100 countries. EWS‐WWF has
been active in the UAE since 2001 and has initiated and implemented several
conservation and education projects in the region. The mission of EWS‐WWF is to
conserve the natural heritage of the UAE and to promote sustainable lifestyles.
AYA is a Canadian‐born creative communications group, with a board range of services
supported by a global resource network. AYA has years of local experience and
expertise and an excellent client portfolio in the GCC.
