Launch of the environmental initiative “The Invisible World 2.0”To protect the coral reefs in the UAE
- Launch of the FreeFrame project In Fujairah, a multi-dimensional partnership between Canon and Freestyle Dives is underway to restore coral reefs.
- The partnership represents the launch of Canon’s efforts in the UAE within the framework of its broader initiative to restore coral reefs in the Europe, Middle East and Africa region. Which combines innovation in photography and fieldwork to preserve marine ecosystems
Fujairah(News Desk)::The city of Fujairah recently witnessed the launch of the global environmental initiative “The Invisible World” 2.0 To raise awareness of the importance of vital and fragile marine ecosystems, in cooperation between Canon and Freestyle Divers , a leading organization in marine conservation and diving education in the UAE, following the great success achieved by the initiative in Europe and Africa. This unique initiative, the FREEFrame project, aims to… Launched from the port of Fujairah in the United Arab Emirates, the initiative aims to support coral reef reproduction in the region, explore the natural beauty of the deep ocean, and emphasize the need to protect and conserve it. It also encourages people to discover the mysteries of the unknown ocean world, using technology, art, and partnerships to achieve tangible results, thereby strengthening regional action to protect the oceans.
The launch event in the UAE offered an immersive experience, featuring exclusive underwater footage, educational activities, and interactive platforms designed to explore the unseen world beneath the sea’s surface. The initiative also aims to support regional marine conservation efforts by building a strong collaborative network connecting Canon Europe, Middle East & Africa’s “Invisible World” initiative with local organizations and divers dedicated to marine conservation.
Through this collaboration, the “Invisible World 2.0” initiative offers interactive experiences, educational awareness activities, and photography initiatives in the UAE to deepen public awareness – including among residents, divers, and youth – about the importance of vital and fragile marine ecosystems . The project highlights the devastating impacts of climate change, pollution, and coral bleaching on the marine environment, while also showcasing local marine conservation efforts led by the research and community teams at Freestyle Divers.
Venkatasubramanian (Sabu) Hariharan, General Manager of Canon Middle East and Turkey, said: Coral reefs play a vital role in protecting coastlines, supporting fisheries, conserving biodiversity, and boosting the blue economy in the UAE. By providing tools that enable the measurement, monitoring, and documentation of coral reef restoration on a large scale, we are contributing to the development of more effective marine conservation strategies and helping to build a more sustainable future for these vital ecosystems. “
Guided by Canon’s global philosophy of “Kyosei” – meaning living and working together for the common good – this campaign focuses on establishing meaningful collaborations with local organizations capable of creating real environmental change . Canon will directly support infrastructure services for coral reef restoration, provide imaging technologies for scientific monitoring and documentation, support innovation in self-monitoring systems for coral reefs, and enhance community engagement through scientific training programs and specialized educational initiatives. .
The project is considered REEFrame is a community-based, science-based program that aims to protect, expand, and create new coral reefs using a community-based approach. ” Comprehensive site restoration ” ” Which integrates coral reefs, seagrass meadows, oysters, mussels, and mangroves, with the aim of rebuilding integrated coastal ecosystems . The project spans an area of 40,000 One square meter in the Dibba-Fujairah area, in cooperation with the UAE Ministry of Climate Change and Environment, and in accordance with a renewable environmental permit issued by the Fujairah Environment Authority. The project aims to create new and sustainable marine habitats, while training local communities in marine conservation practices . .
This collaboration includes:
The direct impact on coral reef conservation: Canon will sponsor coral nursery ponds and reef infrastructure, supporting the propagation of thousands of coral fragments and their implantation into permanent reef structures. The partnership includes funding for monthly maintenance, scientific monitoring, and impact reporting over two years.
Using technology to support science and research: Canon supplies PowerShot G7 X Mark III cameras and EOS R8 Powered by underwater lighting and enclosure systems, the project captures crucial photographic data on coral growth, health, and biodiversity. These images enable scientific analysis of coral size, density, and survival rates—essential metrics for measuring the success of restoration efforts. To support the entire photography process, from capture to display, Canon will also provide its printers, facilitating the creation of high-quality exhibitions showcasing the stunning underwater images captured during restoration efforts and sharing the story of coral reef restoration with a wider audience.
Community engagement and the dissemination of education: Canon employees and the wider community will have opportunities to participate in marine conservation activities, including scientific diving courses, coral reef analyst training, and volunteer diving. The partnership also includes underwater photography and videography workshops through the Canon Academy initiative, which aims to empower participants to document and share the story of coral reef restoration. .
Commenting on the matter, Darrell Owen, co-owner of Freestyle Divers, said : The project depends REEFrame relies on precise visual documentation to measure our impact and enhance our scientific understanding. The imaging technologies provided by Canon will form the basis of our monitoring operations, from tracking the growth of individual corals to developing independent monitoring systems that will allow us to scale our efforts across the entire 40,000-square-meter site. This collaboration enables us to achieve a tangible environmental impact while training a diverse community in marine science and restoration techniques. “
Coral reefs in the UAE face significant environmental challenges. In 2021, unprecedented surface water temperatures of 34°C caused widespread damage to shallow coral reefs on the east coast, with coral bleaching and mass die-offs recurring on the west coast in 2023 and 2024. .
Expanding the scope of the initiative “ The Invisible World 2.0″ ” The inclusion of the Middle East marks a pivotal step in establishing a global movement aimed at raising awareness about the importance of ocean conservation, fostering scientific collaboration, and using creative storytelling as tools to safeguard the future of our seas. This partnership complements Canon’s broader efforts in coral reef conservation across Europe, the Middle East, and Africa, and reflects the company’s commitment to establishing environmental sustainability standards and its belief in the role of imaging technologies—from cameras to satellites—in supporting conservation efforts and building a more sustainable future.
