Through Al-Bia Wal-Tanmia (Environment and Development) magazine, Najib Saab has triggered an unprecedented environmental public awareness campaign in the Middle East, bringing environmental concerns to the Arab public-at-large and creating a regional environmental advocacy forum..

The influential magazine, which was launched as a private initiative, has since gained a circulation of 38,500 in 22 countries. It is used in schools, and its articles as a main reference for environmental curricula. Saab's editorials on sustainable development issues in the Middle East are syndicated to 10 daily newspapers.

Al-Bia Wal-Tanmia sponsors more than 360 environmental clubs in schools, and supports them with education material and training, Saab has produced a weekly environmental education television program entitled Environment Club - a pioneering effort in the region.

Through his own initiative, he's more recently succeeded in building around the magazine a pan-Arab environmental movement, which strongly helped place the environment on the agenda of both the public and the private sectors. By creating a vibrant environmental forum, he has accomplished what official bodies in the region could not satisfactorily develop over the years.

Due to his passion and resilience, Saab was presented the prestigious UNEP Global 500 Award on 26 May 2003. World Environment managed to contact Saab who, despite being on a holiday, took time and effort to grant us a few questions.

WE: What are your continuing efforts in the Middle East or elsewhere in the world?

Saab: Our main concern is to secure the continuity of the magazine as an independent entity. We depend on readers, subscribers and advertisers for survival. Being free from official support keeps us independent, and free to criticize wrong practices and damaging policies. We refuse to be a public relations tool for governments or agencies.

WE: That must make it very costly for you?

Saab: Yes, retaining our freedom has a high price tag, as we are performing public service duty employing market rules. As we delivered a professional mass circulation environment magazine, we could attract advertisers. But the market received a setback in the aftermath of 11 September 2001, and when it started to recover was hit by the war in Iraq. Many advertising contracts were cancelled. This meant pumping more personal funds to keep the operation going.

WE: What motivates such an effort?

Saab: We cannot disappoint our readers, especially the younger generation, who consider Environment & Development magazine a leader in the course of environmental awareness and action in the Middle East. Therefore, our plans continue. During the 2003-2004 school year, we plan to support the establishment of additional 200 environment school clubs in Lebanon, Syria and Jordan. We shall be publishing 4 new books on environmental issues, 2 for children and 2 for adult readers. In the absence of real official interest in environment, we target school children to help create new attitudes and forge change from within. Our most ambitious plan for next year is to invite subscribers and readers to buy shares in the magazine, making it the first Arabic publication owned by its readers.

WE: What about volunteers?

Saab: School clubs are run by teacher and student volunteers, but the organizational work is carried out by full-time professional employees paid by Environment & Development magazine.

WE: How do you manage a regional operation from Beirut?

Saab: Work in each country is undertaken by local associates, while some experts from other Arab countries usually participate in training sessions and planning. At the professional journalistic level, writers and correspondents contributing to the magazine are on our payroll.

WE: Do you have plans to initiate an environmental movement in the region or elsewhere?

Saab: We are working on establishing Arab Environment & Development Forum, grouping members from all sectors of the society, with the magazine's subscribers as the crux. This Forum will meet annually to discuss The State of the Arab Environment Report, to be prepared by a specialized team assigned by the Forum.

WE: What does an individual have to possess in order to make as much or even more of an effort than has been demonstrated with the development of your magazine?

Saab: Knowledge, commitment, vision and means; but most importantly, passion