New Delhi: Zee News got another pat on its back by none other than United Nations for its environmental campaign ‘My Earth My Duty’. In a letter sent to Zee News, the UN appreciated the work done by the channel to spread awareness about critical subjects 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 engaging various segments of the society to sensitize people and encourage them to take concrete action towards mitigating the effects of global warming. The campaign reached a whopping 50 million youngsters last year and entered the Limca Book of Records 2010-2011 for planting more than 73 lakh trees in a single day (25th August 2010) across 2.5 lakh villages and all the District Head Quarters. The achievement not only made it the 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 to motivate people to bring about behavioral change to fight the menace of environmental degradation, and most importantly to highlight the role that each one of us can play in saving Mother Earth.
The logo of the campaign, which encapsulates Mother Earth with a green cover, aims to communicate to every individual his duty towards protecting the planet for our future generations. Spread over a period of three months, the campaign has been innovatively designed so as to 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 environmental hazards continue to pose serious threats. For the second year, we shall endeavor to spread awareness about these threats and inspire people to adopt environment friendly lifestyle and plant maximum number of trees possible. As at Zee News, we always believe in the ‘Power of Thought’, this year too we would initiate the campaign in two phases: 1.) India’s largest river cleaning drive 2.) Nation’s largest tree plantation programme.”
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. to promote its initiative. The campaign would involve more than 50 million young volunteers in planting saplings across the length and breadth of the country.