The Souss-Massa SRM Strengthens Its Commitment to the Coastline Through the National “Clean Beaches” Program
SRM-SM Champions Environmental Protection with “Clean Beaches” Initiative
The Souss-Massa Regional Multi-Service Company (SRM-SM) continues its commitment to environmental protection and sustainable development by participating in the national “Clean Beaches” program. This initiative, launched by the Mohammed VI Foundation for Environmental Protection under the effective presidency of Her Royal Highness Princess Lalla Hasnaa, is in partnership with the Friends of the Sea Association.
In a statement to MCG24, Nermine Ighious, Head of the CSR Division at SRM-SM, emphasized that this initiative exemplifies the company’s total commitment to preserving the coastline and promoting a culture of sustainable development.
She explained that the program aligns with the strategic objectives of the company’s management, which places social and environmental responsibility at the core of its public service mission. According to her, CSR is not merely a summer campaign but a permanent commitment based on the protection of natural resources, environmental awareness, strengthening partnerships with civil society, and instilling eco-responsible behaviors in younger generations.
The “Clean Beaches” program runs for four weeks and covers four beaches in the Souss-Massa region. After its launch on July 18 at Taghazout (Km 17), the caravan will continue its activities at Agadir Beach starting July 25, before moving to Sidi Ouassay on August 1, and then to Arbaa Sahel from August 8.
At each location, a diverse program is offered, combining educational workshops, fun activities, awareness-raising initiatives on water and coastal resource preservation, as well as beach cleanup operations carried out with the participation of volunteers and local associations.
Nermine Ighious reiterated that the main message of this initiative is that protecting the beaches is a collective responsibility that requires the involvement of institutions, associations, citizens, and holidaymakers alike.
Othmane Ablagh, president of the Friends of the Sea Association, noted to MCG24 that this environmental, educational, and recreational caravan stops for a week at each of the four beaches, offering a wide range of activities primarily aimed at children aged 7 to 12, along with young adults.
The workshops cover various themes related to marine biodiversity, pollution prevention, recycling, waste management, and the protection of coastal ecosystems. According to Othmane Ablagh, nearly 600 children participate daily in the activities, showcasing the enthusiasm generated by this initiative among local families and visitors to the Souss-Massa region.
He also urged for enhanced collective efforts to combat plastic pollution affecting oceans and beaches, highlighting that raising awareness among younger generations remains a crucial lever for sustainably preserving natural heritage.
Feedback from participating children reflects the knowledge gained about marine wildlife protection, eco-citizen practices, waste sorting, and recycling. Several holidaymakers praised the initiative for its blend of learning, entertainment, and environmental awareness, contributing to making the beaches privileged spaces for education in sustainable development.
Through its participation in the “Clean Beaches” program, SRM Souss-Massa reaffirms its determination to promote responsible coastal management and strengthen environmental awareness among citizens, especially the youth, in favor of sustainable development and the enduring preservation of coastal ecosystems.
