This year the event will witness the launch of the BMG Foundation Water Management Program "Our water...Our life" in the presence of the event's guest speaker Hazem Malhas, Jordan's minister of environment.

This annual exhibition of camaraderie between the Arab world and the UK serves to cement cultural, social and business ties between East and West.

According to Basil Al-Ghalayini, chairman of BMG Foundation, "I am very pleased with this initiative and it does give me a great sense of pride. We as members of the private sector, should join forces with the public sector to exert every effort to make sustainable environmental solutions, especially when it comes to the most important natural resource; water."

"I am very grateful to all those companies who shared this vision and partnered with us to start this crucial initiative. This is our chance to make a difference in the lives of our communities and to leave a legacy for generations to come," Al-Ghalayini added.

The competition will target university students in the Arab League countries to encourage them to produce the most effective awareness campaign plan aimed at guiding households on how to apply different efficient methods for water conservation.

"Our water... Our life" competition will run for four months running from the months of July and ending in November.

An international panel of judges will be invited to screen and evaluate all submissions and select the top ten plans. The first place winner in the competition will be awarded the implementation of his/her awareness campaign starting from January till June of 2011.