Mid-day is running a cleanliness campaign in the financial capital of India, namely ‘Litter Free Mumbai’ under the 'Mid-Day for Mumbai' initiative.
Through this campaign, Mid-day aims to reduce litter and waste footprint of communities by strengthening litter and waste literacy among the citizens.
Mid-day launched the campaign on May 25 and during the period, the tabloid has been urging the citizens of Mumbai to be a catalyst for change and share pictures or videos of a littered area around them.
The digital editorial team of Mid-day has been posting these pictures/videos on Mid-day.com as well as on their social media handles with the objective of making Mumbai a cleaner and greener city.
The idea is also to educate the youth as they can be key opinion leaders and active citizens to find solutions to litter and waste issues and disseminate them through social media and other channels. The campaign garnered an overwhelming reach of more than 55 million across platforms and its on-ground impact was visible in areas such as Malad, Santacruz, Wadala and Ram Mandir, to name a few.
Rachna Kanwar, Chief Operating Officer – Digital Media, Radio City and Mid-day, said, “If we have learnt anything from the pandemic over the last two years, it is the need for proper hygiene and sanitization, not just on an individual level, but also on a larger, social scale. With ‘Litter Free Mumbai’ initiative, we at Mid-day hope to reinforce the need for keeping the city clean by holding not just the authorities but also ourselves responsible for the same. The initiative has already started showing impact and we hope to continue our efforts in driving positive change in the city.”
To extend the impact further, Mid-day has partnered with various organisations and groups such as Garbage Free India (GFI), Roads of Mumbai, MNCDF, Bombay and Mumbai Matterz to fix accountability for the cleanliness of the city.