In a groundbreaking initiative combining environmental advocacy and social inclusion, The Monk restaurant chain has launched the UAE’s first anti-plastic awareness film exclusively led by People of Determination. The project, titled ‘Raising Awareness with Rising Spirits,’ supports Dubai Government’s plastic ban directive while pioneering a new model of inclusive environmental activism.
Directed by Binesh Babu Panicker, the film represents the cornerstone of SHARE TO CARE by The Monk—a comprehensive movement integrating sustainability, inclusion, and community engagement. The production breaks new ground by placing individuals with disabilities not merely as participants but as narrative leaders in environmental storytelling.
“This production demonstrates that when society’s most inspiring voices deliver crucial messages, the impact resonates profoundly,” Panicker stated. “Our cast of People of Determination guided the entire narrative framework, creating an authentic embodiment of reverse inclusion where they educate us about planetary stewardship and mutual care.”
The Monk’s operations manager Gene Bacolod emphasized the brand’s alignment with government sustainability directives: “Sustainability and inclusion form the core of our identity. We’ve systematically eliminated plastic carry bags and cutlery across all outlets, replacing them with fully recyclable alternatives. Having People of Determination champion this message adds profound significance for our team and customers alike.”
This innovative approach to environmental campaigning represents a significant advancement in both disability representation and ecological activism within the region. The initiative establishes a new paradigm for how businesses can collaborate with marginalized communities to address pressing environmental concerns while promoting social inclusion.