r. Rashid Alleem was able to position Sharjah globally as a city of conservation. Hence he introduced peak hour on July 1 every year, between 02:30 to 03:30 p.m. To spread awareness about this initiative, awareness messages are launched through the media to urge the community to avoid using appliances consuming more power during the peak hour. SMS messages are sent to encourage the people to contribute and participate in this initiative and created a Peak man character for the children to take pictures and get involved in this great initiative. The ultimate goal is to reduce the energy demand during the peak hour by 30 percent. Under his leadership SEWA has set international records and also titled as one of the most authentic organizations in the world.