Press Releases2012

Aug 28, 2012
Zee News's My Earth My Duty culminates at Indo-Pak Border

The 2012 edition of the nation's biggest environment awareness initiative 'My Earth My Duty' culminated at the Indo-Pak border, amidst 15000 people pledging to save the environment. From organizing social awareness events to planting over 5 million trees across India, the campaign successfully achieved both its objective of spreading awareness and facilitating engagement.

Zee News as a responsible media house rolled out 'My Earth My Duty' to engage and sensitize people towards a greener future. Over the years, it has successfully acted as a platform and medium, which helped people to do their bit for the environment.

The phenomenal success achieved since its inception re-establishes the fact that the drive has gained both momentum and popularity across India. With a large number of people, especially youth and children joining the campaign, it is anticipated that results of positive thinking will transform into action on ground.

Appreciating Zee News concern and efforts, Dr. APJ Abdul Kalam said, "I am very happy that Zee News has undertaken the My Earth My Duty initiative to promote the youth of the nation to be environmentally responsible citizens of India and the world".

Since its launch in 2010, the initiative has been supported by over 50 million youth volunteers in almost all the district headquarters and over 1.5 lakh villages.  It not only united people for the exigent issue but also brought together reputed organizations such as Ministry of Youth Affairs, United Nations Development Programme, ITBP, CRPF, BSF, ETF, NCC etc. across the country.

The campaign has been well recognized nationally and globally by the likes of Limca Book of Records and has won several coveted awards. Recently, “My Earth My Duty” was selected to represent India as a model green campaign at 2012 Earth Summit, in Brazil on sustainable development.

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