Zee News’ ‘My Earth My Duty’ in Limca Book of Records

Zee News’ ‘My Earth My Duty’ initiative has entered the Limca Book of Records 2010-11. The objective of the initiative is spreading awareness on climate change.

e4m by exchange4media Staff
Updated: Apr 2, 2011 8:24 AM
Zee News’ ‘My Earth My Duty’ in Limca Book of Records

Zee News’ ‘My Earth My Duty’ initiative has entered the Limca Book of Records 2010-11. The objective of the initiative is spreading awareness on climate change.

Launched on June 5, 2010 the campaign is aimed at engaging various members of the society to sensitise and encourage them to take concrete action towards mitigating the effects of climate change. As a result, on August 25, 2010, a record was set – of planting more than 73 lakh trees in one single day across the length and breadth of the nation, covering more than 34 cities and over one lakh villages, with the involvement of over one crore volunteers. This campaign is one of its kind that has not only reached the grass root of India, but involved the youth of India in collaboration with various youth influential organisations.

Speaking on the accolade on behalf of Zee News Ltd, CEO Barun Das said, “Climate change is the most significant challenge faced by us. As a responsible news channel, we felt it was our duty to play a meaningful role in promoting causes that are important for us, our society and our future generation. I am glad the effort has found such vast public support.”

Speaking on behalf of Zee News, Marketing Head Rohit Kumar said, “When Zee News decided to take up a cause, the country also decided to stick by it. I am glad that Limca Book of Records recognised our efforts. We shall continue doing such mass involvement campaigns in future as well.”

The campaign was drawn up and designed innovatively from all conceivable aspects to reach out to a sizeable population effectively across the nation. Henceforth, the campaign was carried out not only in the national languages, but in local languages as well and respective mediums across all ZNL channels.

 

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