Under the Patronage of Shaikha Fatima bint Mubarak Chairwoman of the UAE General Women's Union

Under the patronage of Her Highness Shaikha Fatima bint Mubarak, Chairwoman of the UAE General Women's Union, the Municipality of Abu Dhabi City launched "Asematy" campaign to boost the standing of the city and combat negative practices across the capital as part of the ongoing Municipality’s efforts to safeguard the health, safety and security of the community & environment, and uplift the excellent appearance of the capital through keeping & clean and living to its billing as an ideal living environment, based on modern capabilities and deep traditions.

"Asematy" campaign is unleashed with the aim of cementing a sustainable culture and boosting the profile of Abu Dhabi as a leading cosmopolitan city. This undoubtedly warrants mobilizing resources to ensure effective & coordinated participation to upkeep the image & cleanliness of the city and curb negative practices through broadening the scope and reach of the campaign, showcasing its objectives and ensuring effective participation of individuals and organizations.

The General Manager of the Municipality of Abu Dhabi City H.E. Khalifa Al Mazroui hailed the kind gesture of Her Highness Shaikha Fatima bint Mubarak in taking the initiative to patronize the Campaign, thus culminating the ongoing efforts and continual support accorded to all initiatives targeting the comfort, stability, security and safety of the community.

"The Municipality is keen on boosting the image of the capital and keeping it safe and beautiful by removing negative phenomena from suburban areas and combating practices that distort the excellent view of Abu Dhabi city through offering practical solutions perceived by both citizens and residents towards raising the awareness of these practices and making concerted efforts of the community to combat them such that the Campaign grows from the realm of official procedures into a practical and full public drive," said Al Mazroui.

"The Campaign is rolled out in several spatial and successive stages. For this sake the capital has been divided into 11 districts to be gradually covered by the Campaign starting from Al Murror. The Campaign defines the targeted phenomena as any action or distortion capable of disfiguring the general appearance of the city, whether caused by natural or human factors impacting roads, agriculture and others," continued the General Manager of Abu Dhabi City.

"The Campaign, which is launched today, is not restricted to a specific timetable, but is based on sustainability strategy such that it will grow into social values and cultures adopted by the inhabitants themselves in combating the negative phenomena impacting their norms, traditions, and values as well as the beauty of their city. The whole drive comes in line with an integrated plan to rid districts and streets from all practices distorting the general urban profile of the city, and posing a threat to the security, safety, public health and the environment" added Al Mazroui in a final comment.

The Municipality of Abu Dhabi City announced "Asematy" through a press conference held today (Wednesday 23 June 2010) and attended by Owaidah Al Qubaisi Acting Executive Director of Municipal Services, and Eng. Abdullah Al Shamsi Acting Executive Director of Infrastructure and Asset Sector.

It is worth-mentioning that "Asematy" initiative is a true addition to a series of municipal initiatives launched to better serve the population and visitors of the capital and neighborhood, and set an interactive approach with the community with the aim of boosting the pioneering stature of the Municipality and its corporate identity as part of a comprehensive strategy to build an integrated work system that caters to the comfort, security and safety of the inhabitants & the environment such that Abu Dhabi city always remains on the map of the best metropolitan cities worldwide.