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United Nations appreciates Zee News for ‘My Earth My Duty’

‘My Earth My Duty’ campaign is a social initiative with an objective to spread awareness on climate change

March 26, 2012:

Zee News has got another pat on its back by none other than United Nations for its efforts in My Earth My Duty. With this, Zee News has become the first news channel to work with such reputed organizations for a sensitive subject like Climate Change.

Zee News’ ‘My Earth My Duty’ campaign, launched on June 5, 2010 in association Nehru Yuva Kendra Sangathan(NYKS) is a social initiative with an objective to spread awareness on climate change. The initiative aims at engaging various members of the society to sensitize and encourage them to take concrete action towards mitigating the effects of climate change. The campaign reached out to a whopping 50 million youngsters last year and entered Limca Book of Records 2010-2011for setting a record of planting more than 73 lac trees in one single day(25th August 2010) across 2.5 lac villages and all the District Head Quarters. The achievement not only made it Nation’s largest climate change awareness drive but also won it the prestigious Rashtriya Rajiv Gandhi Award.

Last Year, Zee News once again rolled out the campaign on World Environment Day (June 5, 2011) with NYKS having the same objective of motivating people to bring about behavioral change to fight the menace of the global warming and environmental degradation and most importantly the role that each one of us can play in saving our Mother Earth. The logo, which encapsulates Mother Earth with a green cover, aims to communicate to every individual his duty towards the planet for our future generations.Spread over a period of three months, the campaign is being drawn up as an innovative one from all conceivable aspects and has been designed in such a way that it should reach a sizeable population effectively across the nation in various languages like Hindi, Marathi, Gujarati, Bengali and others.

Rohit Kumar, Head – Marketing, Zee News, said, “Our concern and objectives regarding the environment remain the same. Global warming and other environment hazards continue to pose serious threats. For the second year, we shall endeavor to spread awareness about these threats and not only awaken people’s thought to it but generate public response by inspiring them to act against the climate change and plant maximum number of trees on Sept 12. As at Zee News, we always believe in the Power of Thought, This year too we would initiate the campaign in 2 phases 1 ) India’s largest river cleaning drive 2 ) Nation’s largest tree plantation program.”

On 12th September 2011, a nationwide Earth Festival was celebrated, i.e. the nation’s biggest plantation drive, for which Zee News has joined hands with reputed organizations such as UNDP, UNV, The Ministry of Youth Affairs (NYKS, NSS), ETF (plantation in ecologically disturbed areas), ITBP, NCC, CRPF etc. The campaign would involve more than 50 million young volunteers in planting saplings across the length and breadth of the country.
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