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Zee Media flags off ‘My Earth My Duty’ campaign today

It is claimed to be India’s biggest environment awareness initiative and has set a record of planting over 14 million trees till date and engaged over 50 million youth

BestMediaInfo Bureau | Delhi | June 5, 2013


Zee Media has time and again been engaging with its viewers to be responsible citizens. With a deep sense of commitment towards the society and environmental awareness, Zee Media brings another edition of India’s biggest environmental awareness initiative – ‘My Earth My Duty’. The fourth edition of the campaign is being launched on World Environment Day today.

‘My Earth My Duty’ is a multi-city initiative aimed at increasing awareness and protecting the environment, with awareness camps, rallies, skits, discussions, oath ceremonies, painting competitions and other engaging activities across India marking the beginning of a three-month-long campaign. In order to put the vision to work, pan–India plantation activity will be carried out from August 15-21, 2013, urging citizens to collectively fight against the menace.

The initiative has registered phenomenal success both in terms of reach and impact in the last three years. The initiative has set a record of planting over 14 million trees till date and engaged over 50 million youth, going down to the grassroots level.

The ‘My Earth My Duty’ initiative represented India as a model green campaign at Earth Summit 2012 at Rio De Jenario, and has been recognised by Limca Book of Records for being the only campaign to make India greener by over 50 lakh saplings in one day.

Alok Agrawal, CEO, Zee News Ltd, said, “At Zee Media, we have committed ourselves to creating awareness among Indian on their rights and responsibilities towards the environment and are working towards this goals through our programming and ground level activities. We have an over-riding objective to turn India into a greener and environment friendly country, which our children will inherit from us. To achieve this objective we will empower, engage and educate people to commit themselves to environment awareness and conservation.”

Zee News Vice-President, Marketing, Rohit Kumar, said on the initiative, “Precisely at a time when India is confronted with development imperatives, we are also bound to be severely impacted by climate change. This is why we launched ‘My Earth My Duty’ back in 2010 and have been creating social consciousness towards a greener and sustainable future. The campaign is entering its fourth successful year, nurturing a better environment. We hope to widen the programme reach further by involving more and more people to actively participate in this endeavour.”


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