Student posing for a group picture at Ski Dubai
Over 130 students from Middlesex University collectively climbed 29,028 feet – the height equivalent of Mount Everest at Ski Dubai, Mall of the Emirates. Third year students from the Advertising, PR and Media Programme at Middlesex University, Dubai came up with this ingenious idea to celebrate the 10th International Mountain Day. The premise of the event is to raise awareness about the harmful environmental effects of deforestation.
Pranav Nasta, the first student to complete the climb up and down, and three other runner-up students walked away with gift vouchers courtesy of Ski-Dubai. Each participating student was allotted a small bright red flag carrying the event logo and a unique number. Another fortunate student won a mini-iPad through the lucky draw.
Third year Media students managed the complete execution of this event from start to finish. It helped them put the learning outcomes of their module, Marketing: PR and Promotion into practice along with creating awareness about mountains and the environment. Ski-Dubai offered their facilities, equipments and expertise on a pro-bono basis to help facilitate the climb and Al Futtaim engineering sponsored the event by donating 22 Neem and Ghaff trees, which belong to the endangered species of flora native to the UAE. The university students will plant these trees in schools in Dubai to promote the theme of this year’s International Mountain Day, which is Mountains and Trees. They will leave a commemorative plaque with these trees to show their support for sustainability and environment protection.
Dr. Kay Sanderson, Senior Lecturer at Middlesex University applauded the media students for their efforts in organizing this event. One of the participating students, Tala Shaikh Amin, said “It was pretty tiring at first, but once we got to the top, we took a break and [then] it got easier. It was pretty rough [overall] – but we made it down. It was a great experience”.
United Nations designated December 11th as the International Mountain Day to accentuate the importance of preserving earth’s natural monuments: the mountains and the biological diversity surrounding them. Additionally, this day also aims to promote the development and implementation of green economy in accordance with the goals laid out in Rio+20 Earth Summit. This year’s theme for International Mountain Day was “Mountains and Trees”.
By Nabila Usman