Masdar is partnering with Dubai-based Fanar Production this Ramadan to build awareness of sustainability in young audiences through the popular medium of cartoons.

Masdar will collaborate with Fanar by supporting one of the Ramadan season episodes of Shaabiat Al Cartoon, which traces the lives and traditions of Middle Eastern families and individuals in Dubai.

Aida Al Busaidy, who manages outreach programs for Masdar, said: “Masdar is excited to be working with Fanar. Our goal is to make Abu Dhabi the preeminent centre of renewable energy knowledge, development, implementation and a benchmark for sustainable development. Masdar is an example of the leadership role the UAE has taken in the field of renewable energy but we have to continually generate awareness among younger audiences and that is why we have chosen to work with Shaabiat al Cartoon.”

The Arabic animation feature is produced by Emirati filmmaker Haider Mohammed. It started out as a mobile phone animation in 2004, but its popularity grew and was finally turned into a TV series.

Shaabiat in Emirati Arabic refers to a rural neighborhood, just like the setting of the show. Based on a group of Middle Eastern families and individuals living in Dubai, the series portrays their lives and traditions in a very humorous and engaging way. Comprising 24 unique characters (the most popular being Shambee, Afari, Atooga and Bo Mhayeer) of local and Middle Eastern origin, each with their own unique accent and habits, the animated series has attracted an increasingly loyal fan following across the Middle East.

It has also gained international recognition and generated high levels of interest in other markets, with viewers captivated by the insight into Middle Eastern and Emirati culture. An English language version, with subtitles, is underway with the aim of capturing a truly global audience.

Haidar Mohammed, Co-Founder and General Manager of Fanar Production, said: “It was a pleasure to cooperate with Masdar in producing a special episode of Shaabiat Al Cartoon devoted to spreading awareness about renewable energy and cleantech solutions being developed by Abu Dhabi through Masdar. Our association was our way of contributing to the local and global efforts aiming at reducing power consumption and switching to clean energy sources by raising awareness. We’d like to thank Masdar and look forward to further cooperation next season.”

Masdar was also featured in a gameshow called Wain ma tkoun on Abu Dhabi TV in July. A reality show where contestants were asked 10 different questions during 48 hours, the goal was to have the contestant run a race to get answers and thereby inform the audience about what happens at Masdar.

Masdar is a multi-faceted company advancing the development, commercialization and deployment of renewable energy solutions and clean technologies. Masdar integrates the full renewable and clean technology lifecycle – from research to deployment – with the aim of creating scalable renewable energy solutions. Masdar works with global partners and institutions to integrate new research with proven technologies to produce efficient systems and processes that can be replicated globally.
 

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