Publicity stunts are usually designed to draw attention to some commercial venture looking to raise its profile, bring in more customers and generate profits. In the case of Earth Hour, when lights around the world were turned off for one hour, the stakes are much higher than those in a commercial venture: our very survival is at stake. Nevertheless, let's not get carried away with our participation in the worldwide phenomenon of major monuments around the world going dark for an hour. Certainly, the symbolic value of our participation is extremely positive and, as evidenced by yesterday's report, was regarded with great enthusiasm on the part of many of our citizens. A one-hour nod to a serious problem, however, does not guarantee a serious approach that will help to solve it. Indeed, Saudi Arabia is in a unique position to send a stronger message to the world than many other countries. As the Kingdom undertakes both serious infrastructure work and construction projects of monumental proportions, it is of utmost importance that the architects and designers be mandated to create energy-efficient and environmentally-friendly projects. The neighboring UAE has rushed headlong into development, but in the process creating for itself the largest carbon footprint on a per capita basis in the entire world. The Kingdom of Saudi Arabia has an opportunity to project a serious maturity as it continues the development already underway. Certainly, that is much-needed in the Kingdom in the way of infrastructure and new building, but we must look realistically at what we need, what we can support and how we can manage new projects as a responsible member of the international community and the human race. We should not develop hugely eccentric projects designed solely to fuel irresponsible pride but rather allow responsible pride to be a by
