Zee News’ ‘My Earth My Duty’ campaign, launched on June 5, 2010, 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 people last year and entered Limca Book of Records 2010-2011for setting a record of planting more than 7.3 million trees in one single day(25th August 2010) across .25 million villages and all the District Headquarters in India.
This year, Zee News once again rolled out the campaign in association with NYKS with the same objective on World Environment Day (June 5, 2011). United Nations Development Programme (UNDP) and United Nations Volunteers (UNV) are also supporting the campaign.
On 12 September 2011, a nationwide Earth Festival would also be celebrated with the nation’s biggest plantation drive. Ministry of Youth Affairs and Sports (NYKS, NSS), UNDP, UNV, ETF(plantation in ecologically disturbed areas), ITBP, NCC, CRPF etc. are supporting Zee News to involve 50 million volunteers in planting 10 million saplings on 12 September 2011 throughout India.
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 to reach a sizeable population effectively across the nation in various languages like Hindi, Marathi, Gujarati, Bengali and others.
A series of ground events such as rallies, seminars, camps, painting competition, street plays, etc will also be organized. The same will be promoted under a 360 degree promotional plan comprising electronic media in the form of promos, special news bulletins, discussions, and print, radio, mobile, online with a dedicated microsite - Zeenews.com/myearth along with new media including Facebook & Twitter.
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”