The reason children are being targeted are because they are the future generation and they will be the ones to continue a trend of sustainability. This campaign will teach the children that trash is harmful for the environment but that it can be reduced and recycled. The initiative covers all aspects of life, at home, school, business, parks, shopping centres and beaches as well as establishing knowledge, positive interaction and constant motivation in line with the Dubai 2021 plan to make Dubai a smart and sustainable city.

This campaign will not be about lectures, but activities and hands-on experiences that will grab the children?s attention and stimulate their minds.

The campaign team aims to create a symbol for green actions, that acts as a symbol as well as a measurable impact.For example, recycling cubes – one for aluminium, one for paper and one for plastic – will be placed in schools, and children will be taught the value of their contributions in terms of money and/or objects, such as a bicycle.

At the end of the school year, the cubes will be collected and points will be awarded to children, who can then use them to buy a humanitarian or environmental reward online.

A Mega Cube will also be displayed in public parks and shopping malls to help focus attention on the campaign.

This is in the hope that it will effectively raise awareness of the amount of waste that is ?wasted? if no segregation happens.

This is indeed a great step by Dubai Municipality to enlighten young minds about the need to protect the environment.