The Ibn Battuta Mall Blue Fair launched with special screening of The 11th Hour

Sponsored by DEWA and Warner Bros. the documentary was held at Grand Megaplex Cinemas at the mall last night to an audience of special invitees including government officials and media.

'It is a challenge to maintain the balance between progress and being environmentally conscious, but this situation needs to be addressed today as we are at the 11th Hour.

We need a new perspective regarding the issue of environmental degradation and events like The Blue Fair at Ibn Battuta Mall provide solutions that are effective, economically feasible and being implemented across the country,' stated Marc Jones, Marketing Manager, Ibn Battuta Mall.

The Blue Fair showcased eco-friendly initiatives by DEWA, ENOC, Emirates Diving Association, The Children's Garden, Al Boom Diving and Environment Friends Society, Imdaad to name a few. With colorful stands and interactive sessions, many of the exhibitors focused on educating the next generation about the importance of respecting and preserving nature.

'Exhibiting at The Blue Fair and encouraging children to join in our activities is testament to our dedication to educating the local community,' said Monique Gagnon, Teacher and Environmental Minister, The Children's Garden.

'At The Children's Garden we are trying to expand our environmental initiative and promote awareness in the school and the surrounding community. We are teaching children from a very young age to respect and care for the environment. We feel it is very important to educate children from a young age as it is their future world.'

Ibn Battuta Mall kick-started its 'blue' ventures by distributing of Jutexpo-sponsored environmentally friendly bags to its customers and has set up recycling bins around the mall, in addition to refitting its water systems to be environmentally efficient.

Along with the documentary, the DEWA and Ibn Battuta Mall also launched the focus for this year's World Environment Day - Kick the Habit - a call to de-carbonize the economies and lifestyles in a push to turn around the increasing prospect of irreparable climate change.