We fast and it lasts: A Saudi campaign to promote environmental sustainability during Ramadan

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In a strategic move aimed at aligning religious practices with national environmental goals, the Saudi Ministry of Environment, Water and Agriculture launched an innovative awareness campaign under the slogan “We Fast and It Lasts” for 2024. This campaign comes within the framework of the “Environmental Awareness Initiative,” and aims to transform common consumer behaviors during the holy month of Ramadan into practices with a positive and sustainable environmental impact, in line with the objectives of the Saudi Green Initiative and the Kingdom’s Vision 2030.

National context: The campaign is part of Vision 2030

Environmental and sustainability issues are no longer a luxury, but rather an integral part of the Kingdom of Saudi Arabia’s comprehensive development plans. The “We Fast and Sustain” campaign stems from this approach, directly linked to the “Saudi Green Initiative” launched by Crown Prince Mohammed bin Salman in 2021. This ambitious initiative aims to combat climate change, reduce carbon emissions, plant billions of trees, and protect terrestrial and marine areas. By connecting these national goals to the month of Ramadan, the Ministry seeks to engage the community on a broad scale and transform environmental awareness into a daily practice deeply rooted in local culture.

Campaign objectives and main themes

The “We Fast and Endure” campaign focuses on building comprehensive awareness among all segments of society, from individuals and families to the business sector and the third (non-profit) sector, as well as pilgrims and visitors to the holy sites. Its messages revolve around several vital aspects:

Conserving resources and reducing food waste: Food waste is one of the biggest environmental challenges globally, and its rate often increases during Ramadan. The campaign focuses on the importance of meal planning, buying only what is actually needed, and utilizing surplus food in innovative ways, thus reducing pressure on natural resources and minimizing waste.
Responsible water consumption: In a water-scarce region, the campaign emphasizes the need to preserve this vital resource, linking the teachings of the Islamic religion, which urges against wasting water even in ablution, with sustainable daily practices.
Preserving the marine and terrestrial environment: The campaign includes awareness messages about the importance of keeping beaches and parks clean, and protecting living organisms, especially in light of the increase in recreational activities during the holy month.
Sustainability of Holy Places: The campaign directs special messages to visitors of the Two Holy Mosques, urging them to maintain the purity and cleanliness of the purest places on earth, by disposing of waste in its designated places and preserving public facilities.

Expected impact: From local to global

The impact of the “We Fast and Sustain” campaign extends far beyond the local level. Nationally, it contributes to establishing a culture of sustainability and making it part of the community’s identity. Regionally, the Kingdom presents a pioneering model for Islamic countries in how to integrate contemporary environmental issues with religious practices, inspiring similar initiatives. Internationally, this campaign reflects Saudi Arabia’s serious commitment to achieving the Sustainable Development Goals and addressing global environmental challenges, delivering a civilizational message that religious values and environmental responsibility can work together to create a better future for all.