New Delhi: Zee News’ `My Earth, My Duty’ campaign has entered the Limca Book of Records for a novel effort: for planting more than 73 lakh trees in one single day across 34 cities and 2.5 lakh villages on August 25, 2010.
The ‘My Earth, My Duty’ campaign was launched by Zee News on June 5 last year with an aim to spread awareness about climate change. The initiative aimed at engaging various members of society, especially the youth, to sensitize and encourage them to take concrete action towards mitigating the effects of climate change.
Speaking on the accolade, Zee News CEO Barun Das said, “Climate change is the most significant challenge faced by us. Rapid growth has unfortunately translated into rabid misuse of natural resources. We can reverse the fast vanishing green cover only by taking pro-active measures such as planting trees. As a responsible news channel, we felt it was our duty to play a meaningful role and I am glad the effort has found such vast public support.”
Rohit Kumar, Marketing Head said, “Zee News decided not just to take up the cause of protecting our environment through programming, but also by being an active participant, wherein we make a real difference on the ground. I am happy to say that the whole country lent us an incredible amount of support to make a success of it, and appreciate Limca for recognizing our effort. We shall continue to launch such mass based campaigns in the future as well.”