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Zain Kuwait unveils new TVC to promote new traffic law

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In partnership with MoI and in conjunction with the kick-off of the 38th GCC Traffic Week

KUWAIT: Zain announced a new collaboration with the Ministry of Interior, represented by the General Directorate of Traffic, to launch a brand-new television production, coinciding with the 38th Unified GCC Traffic Week under the theme Driving Without a Phone, and in line with the upcoming implementation of the new traffic law starting from 22 April 2025.

The TVC was unveiled during the opening ceremony of the 38th Unified GCC Traffic Week and its accompanying exhibition, held at the Waldorf Astoria Hotel and the Avenues Mall, under the patronage and presence of the Undersecretary of the Ministry of Interior, Lieutenant General Sheikh Salem Al-Nawaf, with the attendance of Assistant Undersecretary for Traffic and Operations Affairs, Major General Yousef Al-Khadda, Zain Kuwait’s Chief Corporate Affairs and Relations Officer, Waleed Al-Khashti, senior security leaders from the General Directorate of Traffic, and representatives of partners and sponsors.

This collaboration reflects the ongoing strategic partnership between Zain and the Ministry of Interior over the past years, which has resulted in many joint efforts and initiatives to raise public awareness around important security topics, including traffic safety and road security. The television production, titled Salute to the Police Officer, aims to raise awareness about the new traffic law, which introduces several amendments designed to enhance road safety, strengthen adherence to traffic regulations, and protect road users. The production stars a group of Kuwaiti children expressing their admiration and respect for Ministry of Interior officers through various interactive scenes on the road, in the operations room, and beyond.

The TVC specifically targets the next generation of road users, while key amendments to the new traffic law are displayed on-screen to inform adult viewers. The production features lyrics by Ahmed Al-Sharqawi, music by Abdullah Al-Shatti, and is produced by Joy Productions. Zain’s participation stems from its ongoing commitment to collaborating with various governmental bodies, including the Ministry of Interior, in adopting initiatives and projects that serve all segments of the community, contribute to the nation’s progress and prosperity, and support the country’s development goals.

The exhibition accompanying the ceremony aimed to promote awareness of the key amendments in the new traffic law, scheduled for implementation on 22 April 2025, raising awareness among visitors—particularly young people and parents—of the importance of adhering to these regulations to ensure the safety and security of all road users. The exhibition also featured many interactive activities and awareness initiatives to deliver its message in a creative way.

The 38th Unified GCC Traffic Week seeks to spread traffic awareness, promote a culture of compliance with road regulations, and protect lives and property, while embedding safe driving behaviors within GCC communities. It also represents an important opportunity to strengthen cooperation between security authorities and community institutions, helping to reduce traffic accidents and foster a safer, more disciplined traffic environment. As one of the nation’s major economic entities, Zain consistently aligns with the state’s social, economic, and security development strategies. The company also expressed pride in being among the first organizations to collaborate with the Ministry of Interior in supporting this initiative, which it hopes will help save lives.

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Kuwait’s warming climate reshaping youth’s daily life

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By Syed Eshaan Ul-Haque

KUWAIT: Summers in Kuwait are becoming increasingly challenging for active residents, especially the youth. Rising temperatures, coupled with urban heat islands, are changing the way young people participate in outdoor activities, including both recreation and daily routines. Playgrounds that were once packed with children sit abandoned during the hottest hours, while families stay indoors relying on the cool air conditioner’s breeze to protect themselves from the heat.

According to recent climate data from the Kuwait Meteorological Department, the average summer temperatures in Kuwait have risen by nearly 2 degrees Celsius over the past 30 years, with the number of days it reaches over 45 degrees Celsius still increasing.

Kuwait’s nights tend to feel hotter than its days, researchers found. According to a 2020 study on urban heat and cool islands in Kuwait, some urban areas actually stay cooler than their arid undeveloped surroundings during the day — a phenomenon known as the daytime urban cool island. Experts say this could be due to factors such as moist soil in urban areas and the cooling effect of the Arabian Gulf, which help lower surface temperatures even during peak summer heat.

But once the sun sets, the situation flips. At night, Kuwait’s urban areas tend to stay warmer than nearby rural regions, creating what scientists call a nighttime urban heat island. The reason lies in the city’s manmade surfaces. Dark asphalt, concrete and rooftops soak up the sun’s energy during the day and slowly release it after dark. Add to that the heat from cars, air conditioners and fuel burning.

The constant heat can be very uncomfortable for the youth and can restrict them from doing their desired outdoor activities, especially during the summer. Hot temperatures also persist from May to November, making it difficult to enjoy the outdoors during the holiday and when school starts.

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“In such dense heat, walking back home from school serves as a chore. I don’t think I’ve gone out, except to coffee shops, in these past few months,” says 17-year-old Sameeha Haque. “We all have increasingly started to fear the risks of extreme heat; it’s almost unbearable to walk under the sun, let alone play in the park.” Haque further explains she hasn’t been able to walk outside without worrying about sunburn and dehydration.

The effects of extreme heat have extended beyond mere discomfort, with physiological and cardiovascular health increasingly at risk, according to a 2024 study titled Impact of Extreme Heat on Cardiovascular Health in Kuwait: Present and Future Projections.

Experts have long highlighted the importance of outdoor play in natural environments for children’s learning and development. A 2024 study published in the Journal of Indian Association for Child and Adolescent Mental Health emphasizes that engaging in outdoor activities offers tangible advantages for physical health, including enhanced cardiovascular fitness, refined motor skills and increased synthesis of Vitamin D. “Nothing will truly beat the joy of a swing in the park with the warm air running through your body,” Haque reflects. “Although that vision seems to be fleeting now.”

The hot weather is more than a seasonal inconvenience. In a 2023 paper titled Extreme Heat and Work Injuries in Kuwait’s Hot Summers, researchers have identified it as a growing public and social health issue.

With record-breaking temperatures becoming an annual occurrence, the experiences of the younger generation must be at the forefront of planning and policy designs to ensure that future generations can enjoy the sun safely.

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Italian Design Week showcases culture, creativity at Avenues

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KUWAIT: The Italian Ambassador to Kuwait, Lorenzo Morini, affirmed that the opening of the Italian Design Week at the Avenues mall, on Sunday, represents an important opportunity to showcase Italian creativity across various fields. In a press statement on the sidelines of the event, Ambassador Morini said “Most of the companies participating in this week’s activities are already present in the Kuwaiti market. The security systems of the mall are based on Italian technology, while the mall’s interiors were designed using Italian marble, along with Italian furniture and decor that can be seen in every corner.”

He added that several companies from the perfume, eyewear, and automotive industries are also taking part in the event, noting that their presence reflects how deeply Italian products are embedded in daily life in Kuwait, explaining that the aim of the event is to highlight the depth of the cultural and commercial ties that unite the Italian and Kuwaiti peoples.

The Italian Ambassador pointed out that the Italian Design Week will feature traditional performances during the weekend by Italian artists specializing in medieval flag-waving, emphasizing that such activities enrich cultural exchange and bring people closer together. “Italian culture is well-known and much loved in Kuwait. Many Kuwaitis have visited Italy and are very familiar with its products. Our cultural and traditional tastes are quite similar, whether in food, fashion, or design,” he noted.

He further added that the quality of Italian products is what makes them highly sought after in Kuwait despite strong competition, explaining “The Kuwaiti consumer values design and high quality over price, which gives Italian products great potential for future growth.” Regarding the Italian language, Ambassador Morini stated that the embassy is working to expand cooperation with local universities, stating “As part of the Italian Design Week program, several Italian designers will deliver lectures at Kuwait University on architecture and interior design. We believe that youth are the key to the future, and we aim to enhance their knowledge of the Italian language.”

He noted that the number of Kuwaitis fluent in Italian remains limited and that there is a need to broaden educational programs in this area, adding “Even students who study at Italian universities in English still need to learn the basics of the Italian language for daily life.” The opening day concluded with a vibrant musical performance titled “Music of Nations – An Italian Story” at the Amricani Cultural Center, where Italian and Kuwaiti musicians performed a series of inspiring pieces that delighted the audience. Ambassador Morini stressed that music is a universal language understood by all, one that builds bridges of communication and mutual understanding.

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Traffic in Mishref: All because of Elevation Burger!

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KUWAIT: Last Thursday evening, Mishref area was buzzing with excitement as Elevation Burger reopened its branch in a brand-new look and modern design, attracting a large crowd of customers, friends and community members who joined the celebration. Abdulaziz Al-Turaiji, CEO of TABCo International Food Catering, the operator of Elevation Burger in Kuwait, stated that the reopening follows a comprehensive renovation and development process aimed at creating a more distinguished and comfortable experience for our guests — one that combines modern ambiance with the brand’s authentic identity and values.

He added that this update is part of Elevation Burger’s broader strategic development plan that targets facelift of branches across Kuwait, enhance its digital experience through the Elevation Burger App, and continuously introducing new menu innovations, such as the latest launch of our Smash menu. Meshal Al-Eissa, Senior Community Marketing of TABCo, expressed his delight with the strong turnout for the reopening of the West Mishref branch, noting its special place in the hearts of customers.

“The Mishref branch holds a unique position as it was our first branch inside a cooperative society and a residential area, located near several private universities,” Al-EIssa said. He added that Elevation Burger’s role is to continue offering better options for its valued customers. The branch will now welcome guests daily from 10:00 am to 12:00 midnight at the main co-op building. It’s worth noting that Elevation Burger now operates 18 branches across Kuwait, serving premium-quality organic burgers made with the finest ingredients.

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