In July 2018, while a lot of Twitter accounts were being banned/removed, a tree was born. On Twitter.
Enter Ghafa The Tree.
Hello, my name is Ghafa, honoured to be the national tree of the #UAE . Over 250 years old…I stopped counting TBH. I give a Ghaf about the world. Do you?
حياكم، إسمي غافة، شجرة #الإمارات. عمري أكثر عن ٢٥٠ سنة، بس انا ما أحسب. بغيت أسولف وياكم عن هالموضوع… pic.twitter.com/G8iySOdZkc
— Ghafa The Tree غافة شجرة غاف (@GhafaTheGhaf) July 26, 2018
Since then, the account – it also has an Instagram account ’cause ‘elder-millenial’ – has been posting regularly.
Why do I have no passport?
Because, I never leaf. Once a tree, always a tree, right?— Ghafa The Tree غافة شجرة غاف (@GhafaTheGhaf) July 28, 2018
Any joke that I don’t crack is an Oak ay joke right?
Oak ay, I will get my coat. #hilariTREE— Ghafa The Tree غافة شجرة غاف (@GhafaTheGhaf) July 29, 2018
A café down my street has a dinner deal going. Do you think they’ll have a glass of water and a side of Carbon Dioxide for me? #FirstWorldProblems #Hangry
— Ghafa The Tree غافة شجرة غاف (@GhafaTheGhaf) July 30, 2018
As you can tell, the ‘tree’is witty and its humor is not lost on other Twitter users.
You’re looking very lovely despite your troubles.
— Dawn Metcalfe (@PDSiDXB) July 27, 2018
Except for DEWA and even then Ghafa The Tree knew how to handle it
Thanks Dewa, luckily I get my own water and electricity. #IndependentTREE
— Ghafa The Tree غافة شجرة غاف (@GhafaTheGhaf) July 31, 2018
My fave account on twitter, whoever runs it i wanna buy you coffee https://t.co/EPYdYbvg6H
— Cookie (@devoutlydeviant) August 1, 2018
Turns out that the person behind the account is not actually a person. It’s an agency. Geometry. And the account is part of P&G and Carrefour’s campaign “Leave Your Mark,” which is both brands’ first foray into the environment for cause campaigns in the UAE.
Running from July 26 until August 4, the in-store campaign engages consumers on the issue of environmental sustainability by promising to plant one Ghaf tree for every purchase of select brands. The reason for choosing the Ghaf is its indigeneity to the Eastern Gulf reason and the plight it has due to urbanization.
The in-store booth features a video booth for consumers to share a personalized message of sustainability.
The activity resulted in a morning of trying to create a Guinness World Record on August 2, with 100 volunteers attempting to plant over 20,000 Ghaf seeds in the space of an hour. The planting is being undertaken with the Dubai-based social enterprise Goumbook in Dubai.
“P&G saw an opportunity to make a tangible difference in the UAE by joining hands with Carrefour and Give a Ghaf Tree Planting Program by Goumbook to empower shoppers to directly contribute to a brighter future. Participation is straightforward, every time a shopper purchases any P&G product from a Carrefour store a Ghaf tree will be planted,” says Mohamed Khalil, Director –Gulf Markets at Procter & Gamble. “Our Guinness World Record attempt serves as an extension of our commitment to the environment in this region. We continue to look for new ways to not only make a positive social contribution as a company but get customers excited about being a part of a meaningful social cause.”
“We are pleased to be collaborating with P&G in a way that allows us to engage with shoppers for the greater good. Carrefour UAE has incorporated environmentally friendly objectives in its business across the entire value chain, including purchasing, logistics, and quality control and so on. This initiative is a reflection of our commitment towards achieving these sustainability goals and we look forward to a successful outcome,” adds Miguel Povedano, chief operating officer and head of operational excellence of Carrefour UAE at Majid Al Futtaim – Retail.
