• Situation

In the face of escalating environmental concerns and the urgent need for climate action, Mashreq recognized the challenge of integrating sustainability into the core of its operations, aiming to lead by example. However, the marketplace was becoming increasingly crowded with financial institutions recognizing the importance of ESG initiatives, making it imperative for Mashreq to differentiate itself further and solidify its position as a leader in sustainable banking.

• Brief

Launch and promote Climb2Change, a global initiative emphasizing Mashreq’s commitment to environmental preservation and social impact.

• Objectives

• Elevate Mashreq’s position as a leader in sustainable banking and ESG

• Facilitate $30 billion in sustainable finance by 2025

• Promote Environmental and Social Impact of Climb2Change initiatives focuses on reducing waste on mountains and supporting biodiversity

• Engage Stakeholders and build a community dedicated to sustainability, measured by participation in Climb2Change, partnership development, and engagement levels.

Mashreq launched Climb2Change, a pioneering effort to integrate the bank’s ESG initiatives, sustainable finance commitments, and social impact efforts into a global platform. The initiative includes the largest mountain clean-up operation in the world, a symbolic climb of the Burj Khalifa, a captivating display of the Climb2Change message on the Burj Khalifa – world’s tallest tower, influencer meet & greet event and social media engagement. The initiative aims to promote recycling, waste reduction, and environmental preservation at the global level, in line with Mashreq’s commitment to inspire individuals and businesses worldwide to start their sustainability journeys.

Mashreq’s strategy was twofold: internally, to embed sustainability into all aspects of its operations and banking solutions, and externally, to drive substantial change through innovative initiatives and sustainable financing. The bank committed to leveraging its influence and resources to address environmental and social issues, focusing on innovative solutions like the Climb2Change initiative and a significant pledge in sustainable finance.

Creative Strategy: Leverage real-time storytelling to highlight environmental impact and community engagement.

Media Strategy: Utilize social media, influencers, and live events for widespread, engaging content dissemination.

Our creative and media strategies combined storytelling with real-time updates and influencer collaborations on social media to engage a global, eco-conscious audience.

Adapting to live engagement data, we optimized content for enhanced interaction, ensuring our message resonated across diverse markets. This approach maximized relevance and impact, leveraging the audience's preference for authentic narratives and digital engagement to drive awareness and participation in the Climb2Change initiative.

Mashreq seamlessly integrated digital and experiential channels to magnify its environmental message.

Utilizing social media, the campaign provided real-time storytelling from Nepal’s highest peaks, engaging a digital-savvy audience with immersive, authentic experiences.

This digital-first approach was complemented by strategic collaborations with micro-influencers, tapping into localized audiences worldwide to enhance the campaign’s relevance and deepen its impact on sustainability and community support.

Live streaming technology during the expeditions and partnerships with local micro-industries for converting waste into art exemplified the campaign’s creative use of technology, offering a participatory experience. Mashreq launched Climb2Change, a pioneering effort to integrate the bank’s ESG initiatives, sustainable finance commitments, and social impact efforts into a global platform. The initiative includes the largest mountain cleaning operation in the world, through trips across 14 mountains, including 7 peaks and 7 base camps, with Phase 1 kicking off with 3 climbs in Nepal.

Mashreq is on track to facilitate $30 billion in sustainable finance by 2030.

• The bank’s commitment to sustainability is highlighted by a $55 million working capital loan for the Abu Rawash Wastewater Treatment Plant in Egypt and leading the largest sustainability-linked loan in the region's history for Bapco Energies in Bahrain at $2.5 billion.

• Mashreq introduced 100% recycled plastics for all credit and debit card issuances and Green Savers accounts, allowing customers to contribute to the Emirates Nature WWF

• Through the mountain clean-up initiative, Mashreq collected 960 kg of waste, impacted 20 local communities, met 8 specific UN SDGs, 3731.3 tonnes of GHG emissions avoided, saved 68,395 GJ of energy, 27,894.1 kl of water saved and 10,671m3 of landfill space saved.

• On social media - 329M