Notice Nature: the wildlife sightings behind Cards of Hope

Press coverage of wildlife sightings linked to Notice Nature, the programme behind Mashreq's Cards of Hope: Gulf News, The National, Virgin Radio Dubai and Dubai Eye 103.8

Mashreq asked us to move its debit and credit cards from virgin plastic to 100% recycled plastic, with a complete redesign and an environmental theme. We argued that a recycled card is a positive operational shift but can feel abstract to a customer, so we proposed turning every card into a gateway to protecting the UAE's biodiversity.

The result was Cards of Hope: over 20 endangered plants and animals illustrated across the card portfolio, and an augmented reality layer that links each card to Notice Nature. Through the partnership with Emirates Nature-WWF and Notice Nature, cardholders can register and contribute to spotting vulnerable species in the wild, using a mobile web app with species identification, camera trap data and a sighting log.

Cardholders have logged 3,200+ wildlife observations and 11K+ have signed up. Notice Nature camera traps spotted a Blanford's fox and an Arabian caracal; Gulf News, The National and Virgin Radio Dubai reported the fox on 6 September 2024, and Dubai Eye 103.8 reported the caracal on 7 October 2025.