After revamping its brand positioning from ‘Zara Sochiye’ to ‘Jazba Soch Ka’, driving the thought leadership stance to action, Zee News has once again rolled out its award winning CSR campaign ‘My Earth My Duty’ with an objective of invoking people’s thought on climate change, whilst motivating them to take concrete action towards mitigating the effects of climate, by planting close to one crore saplings on September 12, 2011. The objective clearly underlined the channel’s new brand philosophy of ‘Jazba Soch Ka’ or ‘The Power of Thought’, resting their belief in the fact that when a thought awakens, it awakens the nation.
On Monday, September 12, Zee News, as the responsible forth estate of the country united the nation for carrying out the biggest plantation drive and contributed in mitigating the effects of climate change. The campaign was flagged off from Leh in the presence of 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.
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; promos, special news bulletins, discussions, and print, radio, mobile, online with a dedicated microsite - zeenews.com/my earth along with new media, including Facebook and Twitter.
The campaign was launched in association with Ministry of Youth (NYKS & NSS) and 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 lats 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.