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Mumbai: Zee News? ?My Earth My Duty? campaign, launched on June 5, 2010, is a social initiative with an objective to spread awareness on climate change. The initiative aims at engaging various members of the society to sensitize and encourage them to take concrete action towards mitigating the effects of climate change. The campaign reached out to a whopping 50 million people last year and entered Limca Book of Records 2010-2011for setting a record of planting more than 73 lac trees in one single day(25th August 2010) 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.
This year, Zee News once again rolled out the campaign on World Environment Day (June 5, 2011) having the same objective of motivating people to bring about behavioral change to fight the menace of the global warming and environmental degradation and most importantly the role that each one of us can play in saving our Mother Earth. The logo, which encapsulates Mother Earth with a green cover, aims to communicate to every individual his duty towards the planet for our future generations.
Spread over a period of three months, the campaign is being drawn up as an innovative one from all conceivable aspects and has been designed in such a way that it should reach a sizeable population effectively across the nation in various languages like Hindi, Marathi, Gujarati, Bengali and others.
As a part of the CSR campaign, a series of ground events such as rallies, seminars, camps, painting competition, street plays, etc will be organized. The same will be promoted under a 360 degree promotional plan comprising electronic media in the form of promos, special news bulletins, discussions, and print, radio, mobile, online with a dedicated microsite - Zeenews.com/myearth along with new media including Facebook & Twitter.
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"
On 12th September 2011, a nationwide Earth Festival would be celebrated, i.e. the nation?s biggest plantation drive, for which Zee News has joined hands with reputed organizations such as UNDP, UNV, The Ministry of Youth Affairs (NYKS, NSS), ETF (plantation in ecologically disturbed areas), ITBP, NCC, CRPF etc. The campaign would involve more than 50 million young volunteers in planting saplings across the length and breadth of the country.
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