NEW DELHI: When a thought awakens, it awakens the nation. On 12 Sept 2011, Zee News was joined by the nation to fight against climate change by planting more than 5 million trees, under the My Earth My Duty campaign, a Zee News initiative in association with Nehru Yuva Kendra Sangathan (NYKS).
The campaign was flagged off from Leh in the presence of Mr. Ajay Maken, Minister of Youth Affairs and Sports, who also planted saplings symbolizing “Hope” for a better and a greener future; in the area left ravaged by cloud burst last year. From Leh to Kanyakumari, the campaign involved more than 50 million young volunteers for planting and nurturing saplings across the length and breadth of the country.
Post the phenomenal success of the initiative, a seminar was organized on 16 Sept 2011 at Delhi, to celebrate the achievement and learn how to nurture the saplings to increase their survival rate in the future.
The seminar was graced by the presence of Mr. Ajay Maken and Ms. Sindhushree Khullar, Sec. Ministry of Youth Affairs and Sports who encouraged the youngsters to carry forward the good work whilst motivating them to take care of the saplings till they grow into trees. They congratulated Zee News and NYKS for their endeavour while acknowledging their efforts to save mother earth from the hazardous consequences of global warming.
A series of ground events such as rallies, seminars, camps, painting competition, street plays, etc have also been organized across the nation to spread the message and draw people’s attention to the subject. The message was extensively spread by utilizing various media vehicles comprising electronic media, print, radio, mobile, online with a dedicated microsite – zeenews.com/my earth along with new media including Facebook and Twitter.
The campaign was presented by Suzlon and their corporate initiative ‘Pure Air lovers Society’. Zee news also joined hands with reputed organizations such as UNDP, UNV, ETF, ITBP, NCC, CRPF, NSS, WWF etc to take the message forward and reach to the grassroot level of India.
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”
The campaign’s phenomenal success last year has already been registered with Limca Book of Records for planting more than 73 lac trees in one single day across 2.5 lac villages and all the District Head Quarters. The achievement not only made it Nation’s largest climate change awareness drive but also won it the prestigious Rashtriya Rajiv Gandhi Award.