Abu Dhabi Food Control Authority (ADFCA) today rolled out Zadna campaign at shopping malls in Abu Dhabi, Al Ain and Western Region. Marina Mall-Abu Dhabi is the launch pad of the campaign, hosting it starting from 29th February until March, 3rd. The campaign will then move into Al Jimi Mall, Al Ain City on March 9-10 to land afterwards at The City Mall, the Western Region, on March 16-17th.
“Zadna” campaign is part of ADFCA’s ongoing educational and awareness programmes aimed to educate the public on food safety methods. It is in line with ADFCA’s belief that food safety is a shared responsibility that requires positive interaction and active participation by all sections of the community.
Activities kicked start with school visit by the characters of Zadna episodes which target kids aged 5-10 years aimed to provide them with food tips such as validity, negative and positive habits, contaminated food and effects of additives in a fun and exciting manner that help kids absorb information directly and indirectly.
School visits were warmly welcomed by students who were offered besides healthy food tips the opportunity to take photos with the characters, receive gifts and get episodes of the series which are available in Arabic, English and Urdu.
Mr. Mohamed Jalal Al Reyaysa, Director of Communication and Community Service, ADFCA, said: “We seek to educate consumers about the crucial practices that must be followed in dealing with food. ‘Zadna’ has targeted children because it is well known that children at this age are vulnerable when dealing with food and all the tips and guidance that they will receive will stick with them and they will pass them on to their peers and parents.”
“During this campaign, children are targeted through a series of school visits designed to schools in Abu Dhabi, the Western Region and Al Ain. Playing one series of ‘Zadna’, printed ads and booths will be placed in Marina Mall -Abu Dhabi, Al Jimi Mall-Al Ain and City Mall in the Western Region, to help further interaction with children and help in changing their behavior and guiding them to follow the right approach,” he added.
Mr. Al Reyaysa called on all parents to contribute to this campaign and take their children to visit the stands of the Zadna Series in Abu Dhabi, Al Ain and the Western Region. He stressed that the children would receive a warm welcome and will have the opportunity to meet with the characters, take pictures and gifts.
Zadna campaigns at shopping malls are scheduled to commence at Marina Mall, Abu Dhabi from 2-10 pm on 29th February and from 12 pm-10 pm on March, 1st, 2 pm-11pm on March, 2nd and from 10am- 10 pm on 3rd March. At the Jimi Mall, the campaign will be running at 2pm-10 pm, March, 9th and from 12-8 pm on the following day. City Mall in the Western Region will host the campaign on March 16th and 17th at 2-10 pm and 12-8 pm respectively.