In a major move towards environmental responsibility, TBO, in collaboration with Companies of Good and Dubai Municipality, recently launched its TBO Cares series of Corporate Social Responsibility (CSR) initiatives on a global scale. The primary focus of this initiative was desert clean-up, driven by the alarming revelation that the average daily waste generated per person in the UAE is 2 kg, which is considerably high, and unlike the city, deserts are littered with trash. Bringing together 25 dedicated individuals from the TBO community across the globe, the initiative aimed to make a tangible impact on the environmental landscape.