Saving the Earth, Zee style

This is the fifth year of the pro-environment campaign, My Earth My Duty.

The fifth edition of the campaign addresses the issue of further degradation of the environment. It is aimed at sensitising and encouraging people to take concrete action to mitigate the effects of climate change and environmental degradation.

The objective of the campaign this year is to plant at least 10 lakh saplings across the country involving citizens from all walks of life including children, women and senior citizens. To amplify the campaign's message, Zee Media will utilise its pan-India strength (bouquet of national and regional channels in 5 different languages) to full capacity.

Innovatively packaged, the campaign invites viewers to give a missed call at 08882457575 to register themselves, following which they are to choose how they can contribute their part towards saving Mother Earth. These could be Plant A Tree, Adopt A Tree and Others (activities such as car pooling, switching off lights, saving water can be adopted). Participants can log on the website zeenews.com/myearth to know more.

"This shows the commitment and dedication of the entire team at Zee in making the Earth a better place to live," says Bhaskar Das, group chief executive officer, Zee Media Corp. In the last decade or so, though the country has registered phenomenal economic growth, the consequences have been drastic. The growth has taken a toll in the form of depletion of natural resources, decrease in green areas and an alarming rise in pollution levels.

"I feel that all of us should become part of the noble campaign and see how best we can work in tandem to retain the beauty that still remains for us to enjoy," said Samir Ahluwalia, CEO, Zee Media Corporation. 'My Earth My Duty' has also found support from the Ministry of Youth Affairs & Sports since its inception in 2010.

The uniqueness of the campaign has found resonance even within the allied forces, such as paramilitary forces such as ITBP, CISF, CRPF, BSF, ARMY SCHOOL and ETF who have stepped in to be a part of the process.

Talking on the expectation from the campaign this year, Rohit Kumar, vice president, marketing, ZMCL, says, "By involving key opinion leaders, regulators, Government bodies, families, friends, we expect the campaign to spark off a big debate about saving the environment."