Dubai, 14th February 2022: UK Based award-winning Social Impact startup ‘Play It Green’ has appointed environmentalist Joel Michael as Global Brand Ambassador to enter the Middle East and Asia Market.  The appointment gains significance as UAE seeks to transition from a predominantly hydrocarbon economy to a future fuelled by clean and renewable energies, advanced technologies, and innovative climate-smart solutions.

‘Play It Green’ was founded to herald climate change reformation at the grass-root level by involving local communities to actively participate in positive climate action.  The social impact startup provides a simple and cost-effective 3 steps solution for people, businesses, schools, and sports clubs to take the next step towards climate change. The first 2 steps focus on offsetting and reducing carbon footprint through tree plantation, monthly challenges, weekly tips and engaging content, while the third step is all about giving 10% back to support social causes. Richard Dickson, the co-founder of Play It Green, planted 1 million trees in Tanzania with the help of restaurant partners and diners from 12 countries through this Carbon Free Dining restaurant initiative.

Sheikh Mohamed Bin Zayed, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the Armed Forces, said “The UAE is “honoured” to be the host country for Cop28 in 2023. We look forward to working with the international community to accelerate global efforts to address climate change and environmental protection and create a more sustainable economic future,” Sheikh Mohamed tweeted after the decision – The ‘UAE Net Zero by 2050’ strategic initiative is a national drive to achieve net-zero emissions by 2050, making the Emirates the first Middle East and North Africa (MENA) nation to do so for which the country has also put together ‘The National Climate Change Plan of the UAE (2017-2050)’.

Environmentalist Joel Michael’s appointment as the Global brand ambassador for Play It Green comes on the backdrop of UAE winning the bid to host COP 28 in 2023.

Joel is actively involved in carbon footprint management, ocean clean-up, new sustainable materials, food-wastage reduction and green crypto mining. As a passionate Environmentalist and seasoned Entrepreneur working on Climate Tech, Joel is an advocate of circular economy ecosystems towards a greener planet. He also is the host of a podcast named, ‘Pods Green Earth’, that makes people understand climate change and take little simple steps towards a climate conscious lifestyle.

On his new role, Joel said, “I am delighted to join Play It Green as their Global Ambassador and partake in their mission on solving Climate Change by driving action through awareness. Play It Green understands that the necessary change is possible only through a movement by the community and is taking the right steps to encourage individuals and organisations to participate. I intend on expanding the Play It Green Community globally, to Climate Conscious Entrepreneurs, Educational Institutions, Governments, Businesses, and Events.”

Richard Dickson, Co-founder of Play it Green, added, “From my first conversation with Joel, I knew our personal missions were aligned, and it’s really exciting that he has joined Play It Green as our Global Ambassador. His wealth of experience and global reach can only help Play It Green and its rapid expansion to become a global name in sustainability.”

About Play it Green

Play It Green was created to provide a simple and cost-effective way for people, businesses, schools and sports clubs to take the next step to a more sustainable future. Play It Green gives 10% of the money raised through tree planting initiative to good causes chosen by their community.  They also invest at least 50% of profit into start-ups that are innovating with climate solutions in partnership with the Green Tech Alliance.

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