This campaign addressed an urgent need to intervene in the depletion of publicly owned coastline in Jordan. In 2001, out of the 27-kilometer coastline area in Aqaba, a total of 15 kilometers of the coastline was still publicly owned. However, a rapid decline, especially in public beach areas, took place after the establishment of the Aqaba Special Economic Zone Authority (ASEZA). ASEZA was mandated as the management authority for private ownership development at Aqaba for investment purposes. By 2011, this resulted in only 5 kilometers of public access beachfront remaining.