Saleema Quraishi

Introduction:
Saleema Quraishi has had a passion for the environment and its protection for the past 15 years. Formerly an accountant and now an English teacher, Saleema has experienced living abroad in Paris, Lyon, and Frankfurt. She has a clear idea about what changes individuals, governments, and businesses can make to protect the environment. In the past few years, after moving back to her community of Walthamstow in London, Saleema has tirelessly worked on organising campaigns and events to promote awareness about reducing waste. More recently her increasing involvement with the Muslim community has enabled her to raise awareness about environmental issues. Below is some information about the projects she has been working on.

Categories:

• Reduce/Reuse/Recycle
• Sustainable Communities
• Energy efficiency and Water conservation

Campaign aim:
To raise awareness amongst Black and Ethnic minority groups and Faith groups to reduce waste and save energy.

Key messages:
"It is He (God) who made you his agents, inheritors of the earth" (6:165).
The deeper meaning is that we are here on a temporary basis and therefore should take care of the planet for future generations and not use resources in excess of need - Saleema.

Communication channels used

• Press releases and newspaper articles before and after the event.
• Leaflet drops and networking with other members of environmental organisations.
• Written letters and reports to super-markets providing them recommendations on further reducing waste and increasing recycling.

Profile of target audience
Local residents in the community of Waltham Forest of diverse origins.

Motivators and barriers identified
Motivators:  

• Free giveaways like cloth bags, energy efficient light bulbs and water saving devices.
• Fun days
• Connecting through Islam, using religious references to model sustainable behaviour
• Signing pledges to change behaviour.

Barriers:

• Supermarkets not following up on findings.
• A lack of interest and knowledge amongst other Muslim volunteers and unwillingness to take initiatives on campaign.
• Jargon that confused non-native speakers.

Outputs/activities:

• A Global Fun day with representatives from several local environmental organisations.
• Another campaign to encourage buying products with less packaging from supermarkets and avoiding using plastic bags.
• A Give or Take event at a local Mosque in Leyton to promote re-use of items.

Key results and outcomes

• A report was presented to community members and supermarkets about the current situation of packaged goods and ways to improve them. 550 signatures were obtained
• Enabled people of all backgrounds and faiths access to the mosque.
• Assisted people of low outcomes at the Give or Take day.
• Raised awareness of the importance of protecting the environment among groups not reached through traditional channels.

Replicability aspects: successes/lessons learned
1. Make an event out of it: The energy efficiency event served organic foods and fair-trade products as well as activities for children to attract the whole family.

2. Offer incentives: The campaign to reduce packaging on goods offered free cloth bags to individuals who signed a pledge to use fewer plastic bags.

3. Use local resources: Funding for many of the events were secured through the local council’s environment budget. Members of other local environmental groups, like the Local Agenda 21, lent their time to help organise the events. Volunteers from the community were motivated to pull together and make a difference.

4. Emphasise the economic benefits: Of saving energy and water as well as the environment.

5. Avoid jargon: Complicated terms or words spoken too quickly will not engage participants. Speak slowly, clearly, and in simple terms, and invite questions!

6. Risk taking: Don’t be afraid of taking risks to achieve the end goal and seek support when possible.