20,000 Seeds Planted in One Hour – A Landmark for Sustainability in the UAE
On August 2, 2018, over 100 participants came together at Jebel Ali Beach Hotel (now called JA Resort & Hotel), Dubai, to make history, successfully breaking the Guinness World Record for the most seeds planted simultaneously in one hour. The event was part of the “Leave Your Mark” campaign, an ambitious sustainability initiative led by Procter & Gamble (P&G) and Carrefour UAE, in collaboration with Goumbook under its Give a Ghaf Tree Planting Program.
This record-breaking moment was about more than numbers. It was a powerful, symbolic act in support of the Ghaf tree, the UAE’s national tree, which plays a critical ecological role in stabilising dunes, enriching the soil, and combating desertification. Due to rapid urbanisation, the Ghaf has been added to the endangered species list, making conservation efforts more urgent than ever.
About the “Leave Your Mark” Campaign
“Leave Your Mark” was launched with a bold and meaningful goal: to help remove the Ghaf tree from the endangered list by making tree planting a collective act of environmental citizenship.
- For every P&G product purchased at Carrefour between July 26 and August 5, 2018, a Ghaf seed was planted on behalf of the consumer.
- In addition, the public was invited to directly participate in the record attempt by planting seeds simultaneously, demonstrating how simple, everyday actions can result in powerful environmental outcomes.
A Tribute to the Year of Zayed
The event also paid tribute to the Year of Zayed, celebrating the UAE’s founding father and his vision for a sustainable, united future. The potted seeds were arranged to form a mosaic resembling the Year of Zayed logo, visible from the air – a visual representation of unity, legacy, and environmental responsibility.
Goumbook’s Role
As the strategic environmental partner through the Give a Ghaf Tree Planting Program, Goumbook played a vital role in:
- Planning and coordinating the seed planting experience
- Educating participants about the cultural and environmental significance of the Ghaf tree
- Managing the post-event care and maintenace of the trees with partner nursery.
Impact Beyond the Record
This campaign went beyond brand awareness; it connected consumers to a cause and empowered them to contribute to real, lasting environmental change. According to P&G, the initiative strengthened brand affinity and loyalty, particularly among customers who value sustainability at the core of their purchasing decisions.
Through this collaboration, Goumbook once again demonstrated how community-led conservation can drive measurable impact, blending environmental science, public engagement, and corporate responsibility into one powerful, world-record-setting moment.