In an environment-friendly initiative, Majid Al Futtaim, one of the retailer players in the Middle East and North Africa region have given the game Monopoly a green twist on its 80th anniversary.
Monopoly has long taught people about growing money but the new green campaign of MAF, has turned this iconic board game to also promote growing trees and investing in nature.
To mark the anniversary, MAF Malls partneredwith Hasbro to launch ‘Monopoly for Good’ initiative. The campaign was started this month following in line with the UAE government’s ‘Plant 1 million trees’ initiative. Co-created by Mediavest Dubai, they created ‘Plantable’ Monopoly tokens using seed-paper giving the iconic pieces such as the Top hat, Shoe, the Racecar and the House a makeover.
Promoting the green initiative, these were then placed in a printad to announce the ‘Monopoly for Good’ campaign in a local newspaper, which readers could ‘do good’ by placing these plantable icons in soil and growing their very own plant, turning the paper back into a tree.
The objective behind this CSR initiative is to attract and engage people to play this life size monopoly at MAF Malls because the more they play, the more they could donate to earthquake victims in Nepal.
‘Our partners Majid Al Futtaim have a strong commitment to environmental sustainability, and we wanted this to reflect in our media approach as well. The plantable paper was the first of its kind operation in the region that gave consumers a simple way to give back to the environment, while tying it into our on ground monopoly campaigns and the CSR initiative,’ commented Tauseef Anwar, Associate Media Director, Mediavest Dubai
The Monopoly campaign and its popular giant interactive board was seen at City Centre Deira, City Centre Mirdif & Mall of the Emirates.
