Over 10 lakh saplings to be planted this year under Zee initiative

Zee Media Corporation Limited (ZMCL) on August 1 launched the 5th edition of its campaign 'My Earth My Duty'. The campaign addresses the issue of further degradation of environment. It is aimed at sensitising and encouraging people to take concrete actions towards mitigating the effects of climate change and environmental degradation.

This year's campaign objective 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 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 towards saving the planet. The options are plant a tree, adopt a tree, or others, which includes opting for carpooling, switching off lights and saving water, among other such activities. Participants can log on to zeenews.com/myearth to know more about the activities.

Started in 2010, the campaign has been established as India's biggest environmental awareness initiative. It has found support from the ministry of youth affairs & sports since inception. It has found resonance even within the allied forces — ITBP, CISF, CRPF, BSF, Army School and ETF — who have stepped in to be a part of the process.