Central to the campaign at the QP Environment Fair on the weekend of the 12-14 April is the image of the Qatalum EcoSTEP, a single human footprint, comprising of different species, plants, marine beings, insects, mammals, and birds. Accompanying this image is the mission statement: “Every step counts” to show that every step has to be taken consciously and with consideration of other life forms. Qatalum’s sense of environmental accountability was further underscored by their stand, an eight by eight metre showpiece which will be constructed entirely out of cardboard and had a zero per cent eco-footprint.
The Eco-footprint can be calculated by taking the amount of resources that are available and dividing that figure by the total population of the earth, which gives us the global ‘earthshare’ figure (gha). Currently the earth needs only 1.89 gha per person, but Qatar has an eco-footprint of 10.51 gha per person – one of the highest in the world. With this campaign Qatalum aims to create greater awareness of the environment friendly role Qatalum is working to achieve by creating an eco friendly local community.
Qatalum, who owns and runs a primary aluminium plant with a capacity of 585.000 tonnes primary aluminium per year, believes that the biggest problem that the world faces today is that humanity is simply demanding more than the earth can provide. By focusing on this core dilemma, they can drive actions that address all its symptoms, and avoid solving one problem at the cost of another. It is their purpose to adopt STEPS that will influence choices at a personal level regarding the use of resources in order to reduce individuals’ and entities’ impact on environment and transform the Qatari economy.
When conceptualising the Qatalum EcoSTEP campaign the team worked towards creating a visually impacting image, supported by strong messages that would lead people to realize that their impact on the surrounding environment is real and must be accounted for, and that progress and evolution at the cost of other species or peoples are not a viable option. It is their wish that the concept will be developed into an initiative involving the community and any and all institutions, whether public or private, aimed at taking the necessary steps to reduce the impact of their FOOTPRINT on the environment
CEO of Qatalum, Tom Petter Johansen, underscored the company’s deep commitment to having a positive influence on the environment stating, “It is our honour, duty, and privilege to take part in, and contribute to this year’s QP Environment Fair. Qatalum remains deeply committed to ensuring that we have a positive environmental effect on the world in general and Qatar specifically.”
