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India's biggest
Environmental Awareness Initiative
Enviroment is the sole reason for our
existence. Let's save it for ourselves
and our future generation.
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Media as a responsible fifth estate of the democracy has time and again been stimulating its viewers to be responsible citizens. With a deep sense of commitment towards society, it launched 'My Earth My Duty' campaign in 2010 to sensitize people against the impending threats posed by the Environmental degradation and bring about a behavioral change in the masses towards its Environment.

"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 engaging activities across India. The month-long sessions not only apprise people of the challenges posed by the degrading environment, but also share handy solutions to combat the phenomenon.


The second phase, then encourages the nation to take collective action, towards a greener and brighter future. In order to put our vision to work, a week long pan -India plantation activity is carried out, kick starting on the eve of independence every year, urging citizens to collectively fight against the menace.

In a short span of time, My Earth My Duty has been recognized as India's Biggest Environmental Awareness Initiative. Zee Media has been committed to engage the youth of India whose contribution is crucial for a greener India since beginning and the campaign has been received well by over 50 million youngsters, who along with other partners have planted more than 1.4 crore trees in over 1.5 lakh villages and cities across India. The endeavour for such valuable contribution has been recognized by Limca Book of Records besides winning several other awards. In an unprecedented achievement, it has also represented India at the Earth Summit 2012, Rio. To make its reach cosmic, Zee is working in conjunction with credible organizations such as Ministry of Youth Affairs, Para - military forces such as Border Security Force, Indo-Tibetan Border Police, Central Reserve Police Force, Ecological Task Force, National Cadet Corps, Brahma Kumari Samaj and others. Dignitaries such as Dr APJ Abdul Kalam, Amitabh Bachchan, Aamir Khan, Kapil Dev, Irfan and others have also been associated with this noble initiative.

My Earth My Duty is gradually becoming an ongoing activity and entering in its fifth successful year of nurturing a better environment. With an over-riding objective in mind - to turn India into much more greener and environment friendly country, which our children will inherit from us, Zee Media shall continue to empower, engage and educate the Indian citizenry to collate, collect and commit themselves to positive change in environmental awareness and conservation.

Design & Developed by : YNG Media
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