In a move aimed at integrating the spiritual values of the holy month of Ramadan with sustainable environmental practices, the Ministry of Environment, Water and Agriculture in the Kingdom of Saudi Arabia launched its innovative awareness campaign under the slogan “We Fast and It Lasts.” This campaign falls within the objectives of the “Green Saudi Arabia” initiative and seeks to transform consumer behaviors associated with the holy month into a positive and sustainable environmental impact, based on raising awareness of the importance of preserving natural resources.
General context: From Vision 2030 to Green Ramadan
Environmental and sustainability issues are no longer intellectual luxuries, but rather urgent necessities on both the global and national agendas. Within this framework, the “We Fast and Sustain” campaign is an integral part of the Kingdom’s broader environmental strategy, “Vision 2030,” and the “Green Saudi Arabia” initiative launched by Crown Prince Mohammed bin Salman. These ambitious initiatives aim to reshape the Kingdom’s economy and society toward a more sustainable future by combating climate change, increasing vegetation cover, and relying on clean energy.
The timing of the campaign during Ramadan addresses a well-known seasonal challenge: a significant increase in consumption rates, often leading to increased food and water waste and garbage. Therefore, the initiative seeks to leverage the spiritual atmosphere of the month to reinforce the concepts of moderation and reducing extravagance, core values in Islamic teachings.
Campaign objectives and expected impact
The campaign aims to build comprehensive awareness among all segments of society, from individuals and families to the business sector and the third sector, as well as pilgrims and visitors to the Two Holy Mosques. Its messages focus on key themes including the rationalization of water and energy consumption and the reduction of food waste, which poses a significant global challenge. The initiative also utilizes advanced digital content, an educational video series, and guides to highlight the role of religious values in preserving blessings and conserving resources.
Locally, the campaign is expected to contribute to changing individual behaviors towards adopting more sustainable lifestyles, not only during Ramadan but throughout the year. Regionally and internationally, the success of this initiative in the holiest place on earth, Mecca, offers an inspiring model for the Muslim world on how to reconcile religious practices with the requirements of protecting the planet. Millions of pilgrims and visitors who are influenced by these messages can become ambassadors for sustainability in their countries, thus expanding the initiative's impact beyond the borders of the Kingdom.
Linking worship to environmental protection
The “We Fast and It Lasts” campaign emphasizes that preserving blessings is the foundation of their sustainability, and that true generosity lies in the awareness that conserves resources and reduces waste. Through its messages, the initiative connects the essence of worship with the Islamic concept of “cultivating the earth,” stressing that protecting the environment and its inhabitants is a religious and moral responsibility. The campaign calls for practical actions such as donating surplus clothing and food, reducing plastic use, and maintaining the cleanliness of public and sacred spaces, so that every Ramadan tradition becomes a lasting green footprint.
