Zee Media back with 4th edition of 'My Earth My Duty'

The three-month long multi-city initiative is aimed at increasing awareness and protecting the environment via various on-ground activities

e4m by exchange4media Staff
Updated: Jun 6, 2013 6:14 PM
Zee Media back with 4th edition of 'My Earth My Duty'

Zee Media brings another edition of its environmental awareness initiative, ‘My Earth My Duty’. The fourth edition of the campaign was launched on the occasion of World Environment Day on June 5, 2013.

‘My Earth My Duty’ is a multi-city initiative aimed at increasing awareness and protecting the environment, with awareness camps, rallies, skits, discussions, oath ceremonies, painting competitions and other activities across India marking the beginning of a three-month long campaign. In order to put the vision to work, pan-India plantation activity will be carried out from August 15 to 21, urging citizens to collectively fight against the degradation of forests.

Alok Agrawal, CEO, Zee News remarked, “We have an over-riding objective to turn India into a greener and environment friendly country, which our children will inherit from us. To achieve this objective, we will empower, engage and educate people to commit themselves to environment awareness and conservation.”

Rohit Kumar, Vice President, Marketing, Zee News added here, “Precisely at a time when India is confronted with development imperatives, we are also bound to be severely impacted by climate change. Which is why, we launched My Earth My Duty back in 2010 and since then have been creating social consciousness towards a greener and sustainable future. ‘My Earth My Duty’ is entering its fourth successful year, nurturing a better environment. We hope to widen the programme reach further by involving more and more people to actively participate in this endeavour.”

Over 1.4 crore trees have been reportedly planted in the three years of the campaign.

The ‘My Earth My Duty’ initiative also represented India as a model green campaign at Earth Summit- 2012, Rio de Janeiro and has been recognised by the Limca Book of Records for being the only campaign to make India greener with the planting of over 50 lakh saplings in one day.

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