We run events in schools, day-care centres, and in public and private organisations to encourage people to reduce, reuse and recycle. And we give them the tools to do it, like educational programmes to help them sort their waste, which we then collect and recycle.

We’re also really passionate about going out to schools to spread the word about recycling. We’ve done this in many parts of the developing world, including in Saudi Arabia where we educated young people at the King Abdullah University of Science (KAUST) about the benefits and importance of recycling.

The programmes that we develop are unique to each country and community we work in – from tackling littering in Saudi Arabia to beach cleaning initiatives in Oman, reverse vending machines in Abu Dhabi and recycling leafleting campaigns during the month of Ramadan.