Zee Media Bureau
New Delhi: True to its commitment towards mother earth, Zee Media Corporation Limited (ZMCL) is going forward with 5th edition of its Campaign ‘My Earth My Duty’ (MEMD) beginning August 1, 2014. The campaign addresses the issue of further degradation of environment, which is vital for our very existence.
It is aimed at sensitizing and encouraging people to take concrete actions towards mitigating the effects of Climate Change and Environmental Degradation. The objective of the campaign this year is to plant at least 10 Lakh saplings across the country involving citizens from all walks of life including children, women and senior citizens.
MEMD campaign by ZMCL comes in the wake of rising concern about continuous environmental degradation and its adverse impact on entire human kind. It is a clarion call to everyone for joining hands to protect our beloved mother earth.
To amplify the campaign’s message, Zee Media will utilize its pan India strength (bouquet of national & regional channels in 5 different languages) to full capacity. Innovatively packaged, the campaign invites viewers to give a missed call at 08882457575 to register themselves, following which they are to choose how they can contribute their part towards saving mother earth. These could be Plant A Tree, Adopt A Tree and Option 3 – Others (activities such as car pooling, switching off lights, saving water etc. can be adopted). Participants could log on the website zeenews.com/myearth to know more on the activities.
“This is the fifth consecutive year that ZMCL is organizing the campaign. This shows the commitment and dedication of the entire team at Zee in making our mother earth a better place to live as we cannot afford any further degradation of our mother earth and environment,” said Mr. Bhaskar Das, Group Chief Executive Officer, Zee Media Corporation Limited.
In the last decade or so, the country has registered phenomenal economic growth; the consequences of which have been felt drastically on the nature. The growth has taken a toll in form of depletion of natural resources, decrease in green areas and alarming rise in pollution levels. Realizing a need for course correction, Zee Media in the year 2010 initiated the very first drive of its kind, ‘My Earth My Duty’ to address the issue of environmental degradation.
“If we do not address the issue of environment degradation now, it may be too late and our future might be worse than we can even imagine. I feel all of us should become part of the noble campaign and see how best we can work in tandem to retain the beauty that still remains for us to enjoy,” said Mr. Samir Ahluwalia, CEO, Zee Media Corporation Limited.
In a short span of five years, the campaign has been established as India’s biggest environmental awareness initiative. ‘My Earth My Duty’ has found support from the Ministry of Youth Affairs & Sports since its very inception. The uniqueness of the campaign has found resonance even within the allied forces, such as Para- Military forces such as ITBP, CISF, CRPF, BSF, ARMY SCHOOL and ETF who have stepped in to be a part of the process.
Talking on the expectation from the campaign this year, Mr. Rohit Kumar, Vice President, Marketing, ZMCL said, “This year’s campaign becomes very significant as we have scaled it up to a new level. By involving key opinion leaders, regulators, Govt bodies, families, friends, we expect the campaign to spark off a big debate about saving environment we all live in! Zee Media is confident that the campaign will have huge participation and involvement from all walks of life and will go a long way in creating a positive as well as healthy environment.”
Let us join hands together for making the massive campaign ‘My Earth My Duty’ a grand success and each of us should endeavour to become a Green Citizen.