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Bank’s Environmental objectives facilitate the journey

 

Ghaemmaghami, a 64-year-old cyclist, is among the participants who initiated a bike tour in support of Asiatic Cheetahs. Prior to the beginning of their journey, he sat down with a Payam-Mehr reporter for a conversation. Recalling that he embraced sports from an early age, he has remained an avid sports enthusiast throughout his life. In recent years, he dedicated himself to biking as a semi-professional, embarking on notable tours, such as the one he undertook across Europe last year.

Reflecting on his involvement in environmental campaigns, he stated, "Last year, I joined Mr. Behzadi on a journey in the northern region of Iran to support Khazar Seals. In that campaign and others like it, our goal was to raise awareness about the deterioration of the environment and our role in its destruction. We aim to engage in more of these symbolic acts regularly. Now, as part of our ongoing commitment to environmental conservation, and with the help of Keshavarzi Bank, we are beginning a cycling journey from Tehran to Bandar Abbas, following the habitat of the Asiatic Cheetah.”

In discussing how this campaign unfolded, Ghaemmaghami remarked, "The Asiatic Cheetahs are a rare and endangered species, prone to recurring accidents, making them highly vulnerable. Their critical state has evolved into a nationwide concern now. Thus, numerous environmental activists and enthusiasts have devoted their time and efforts to address this pressing issue. Having been involved in environmental initiatives before, we felt the need to organize a symbolic tour in support of Asiatic Cheetahs, choosing the Cheetah's habitat as our cycling route. After outlining the project, we engaged in negotiations with various institutes and organizations to secure sponsorship. Keshavarzi Bank emerged as a supportive partner since our campaign was aligned with its environmental objectives. While the campaign required no extensive logistical preparations, Keshavarzi Bank provided financial sponsorship and unwavering support throughout our journey."

The athlete in support of environmental causes pointed out their distinguishing features from similar initiatives in support of Asiatic Cheetahs and remarked, “What sets us apart from similar campaigns is that we undertake this journey by bike. The benefit of a cycling tour is its tangible engagement with people, and creating a direct opportunity to convey our message to the local communities personally.

He concluded by stating that encountering a cheetah during their journey is unlikely. Nevertheless, if they are fortunate, they might come across traces of the magnificent creature

 

 

 

Prioritizing Environmental Concerns Over Publicity

 

The Head of Public Relations at Keshavarzi Bank had an interview with a Payam-Mehr reporter during the opening ceremony of the campaign, emphasizing the support extended to the cyclists’ initiative for the Asiatic Cheetahs as a reflection of Keshavarzi Bank’s environmental concerns.

Khosrow Sadeghzadeh remarked, “One of our biggest concerns in today’s urban life is our ability to preserve the natural environment and the world we inhabit. This commitment to sustaining the environment and our ecosystem has a dual significance: firstly, our life and existence in the world depend on the preservation and maintenance of natural resources, and secondly, we bear the responsibility towards future generations, whether in conserving or neglecting the environment.

With a focus on Keshavarzi Bank’s environmental concerns, he stated, “As a bank operating in the agricultural sector, Keshavarzi Bank has consistently sought to be at the forefront of supporting and preserving natural habitats. Sponsoring the cyclists who campaigned for the protection of Asiatic Cheetahs in Iran is just one of the numerous initiatives the Bank has undertaken to establish its environmental objectives. In addition, over the eighty-one years of service, our commitment to environmental causes has been well demonstrated, and the current initiative should be viewed as a proactive measure in line with our commitments.

The Head of Public Relations then addressed a question regarding the promotional aspects of their participation in the event, stating, 'Funding and supporting this specific occasion certainly incurred certain costs for the bank. However, if sheer publicity was our goal, the bank could have allocated the budget to conventional and accessible channels, such as TV commercials, which offer more promotional benefits. Nevertheless, what motivated the bank to participate in this initiative was its dedication to the public. Therefore, the financial support from the bank, combined with the efforts of the athletes, aims to spread awareness about the protection and support for Asiatic Cheetahs along their habitat route.’

The ongoing nature of these programs indicates that our intention is not for sheer publicity; instead, we aim for cultural engagement in this field. It is noteworthy that Keshavarzi Bank has supported several commercial teasers before and may continue to do so to address endangered species in Iran, as a way to illustrate the bank's commitment to promoting environmental issues. In this context, there is no distinction in supporting an endangered species, the preservation of a drying lake, or a vegetation habitat, as they all contribute to a common objective: the preservation of the natural heritage passed down to us by our predecessors, for us to pass on to future generations.

In conclusion, he highlighted the support provided to the cyclists during their journey and remarked, "We anticipate the journey to conclude in 45 days, providing a significant opportunity to communicate their message and goals directly with people.”

 

 

 

Utilizing the athletes' renown in support of environmental causes

The seasoned football player of Persepolis Club and the national football team believes that celebrated athletes have a responsibility to leverage their influence in raising awareness among the people of Iran for the protection and conservation of the environment. Mahmood Khordbin, currently serving as the sports consultant for Keshavarzi Bank, attended the launch ceremony for cyclists embarking on a journey to the Cheetahs' habitat with a message of environmental preservation and protection. On the sidelines of the event, he engaged in a conversation with Payam-Mehr, emphasizing the significant role athletes play in supporting the environment.

“While people look up to their favorite athletes, and for many, they serve as a role model, their contribution and support in saving the lives of endangered Asiatic Cheetahs could be truly significant. We have seen considerable efforts in the past, notably Iran’s national team presence in the FIFA World Cup wearing jerseys adorned with the Asiatic Cheetah design. In fact, this symbolic act demonstrates how athletes consider themselves influential in preserving and supporting the environment and natural habitats, as they participate in the biggest sports event with the message of supporting the Cheetahs.”

According to him, athletes play a crucial role in times of crises, such as the current situation where a particular species is at risk of extinction. Their responsibility is to take proactive measures and collaborate with others to actively participate in the conservation efforts for this endangered species. The Deputy Sports Officer of the Welfare Department of Keshavarzi Bank later concluded and remarked, "Beyond economic endeavors, as a bank operating in the agricultural sector, we have a mission and social responsibility. That is why environmental conservation aligns with our social responsibilities. For example, last year we successfully controlled and reduced our paper consumption at Keshavarzi Bank, aligning with environmental concerns to preserve our forests and natural resources. As the bank is attentive to various aspects of its consumption to fulfill environmental responsibilities, it is only natural that the issue of the Iranian cheetah also becomes a concern for us."

 

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