It is a non-profit organization established in 2006 and has now re-launched with a new board of directors and vision for a greener Saudi Arabia.

The Society falls under the umbrella of the General Presidency of Meteorology and Environment, which is chaired by Prince Turki bin Nasir bin Abdul Aziz.

Deputy executive director Majda Abu Ras, who also has a doctoral degree in environmental biotechnology, said SENS has new plans and strategies.

“We have set six strategic directions with goals for each. These goals are key to our programs,” she said.

“We want to raise the level of awareness and promote environmental education, as well as creating professional competencies for the labor market and participate in social responsibility.”

Abu Ras also described SENS’ recent launch for the membership program. “Our target is to reach one million members by 2012,” she said.

Saudis and expatriates can apply for membership after filling in an application form and paying SR500 annually. Children and students can also apply by paying SR100. University students are charged SR150. Corporate membership costs SR5,000.

In order for SENS to reach its major goal, developing a high level of understanding of the environment for future generations, the organization has started engaging with schools.

“We are currently discussing one of our major projects with the Ministry of Education and hope to sign an agreement allowing environmental education to be included as an extra-curricular activity for both girls and boys,” Abu Ras said.

SENS also aims to raise awareness about the financial, religious and environmental consequences of throwing garbage onto the streets.

“After conducting studies we concluded that a lack of awareness is the reason behind people’s behavior. The municipality spends a tremendous amount of money cleaning environmental damage that results from people dumping rubbish around the city. There are also health risks involved,” Abu Ras said.

SENS relies on the private sector for financial support.