Press Releases2012

Aug 01, 2012
Zee News launches third edition of India's biggest environmental awareness initiative 'My Earth My Duty' today

Zee News as a responsible media house has been constantly working to raise awareness about the exigent issue of 'Climate Change' since the last two years. With a deep sense of commitment towards society, the channel launched 'My Earth My Duty' campaign in an attempt to sensitize people against the impending threats posed by the phenomenon.
In a short span, the campaign has been established as India's biggest environmental awareness initiative and has registered phenomenal success both in terms of its reach and impact. The astronomical success of the campaign is also evident by the support it has received from over 50 million youngsters, who have planted more than 1 crore trees across 1.5 lakh villages and almost all the district head quarters till now.
Infact in an unparallel achievement for any initiative, 'My Earth My Duty' was selected to represent India's action against Climate Change at the 2012 Earth Summit in Rio de Janeiro, Brazil. The revolutionary movement has also been recognized by Limca Book of Records besides winning several coveted awards.
To continue stimulating the concern in the minds and hearts of people, especially the youth, to protect the environment, Zee News is launching the campaign's third edition today (July 31, 2012). Staying true to its brand philosophy 'Jazba Soch Ka', the drive aims to invoke thoughts and bring about a behavioral change in the masses.
A series of multi–city awareness camps, comprising rallies, skits, discussions, oath ceremony, painting competitions and other engaging activities mark the beginning of one-month long campaign. In order to put the vision to work, pan–India plantation activity will be organized starting 15th Aug, urging citizens to unitedly fight against the menace and celebrate 65 years of our independence, by planting 65 lakh trees across the country.
Speaking on behalf of Zee News, Marketing head, Rohit Kumar said, “My Earth My Duty is gradually becoming an ongoing activity. This year we hope to make our reach cosmic by involving more and more people and organizations to actively participate in our endeavour. This can be simple done by participating in the drive or simply registering on the website /myearth.

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