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World Environment Day: Zee Media's 'My Earth My Duty' begins today

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Zee Media has brought another edition of India’s biggest environmental awareness initiative, ‘My Earth My Duty’. The fourth edition of the campaign is being launched on the occasion of World Environment Day on June 5.

Zee Media has consistently worked to raise awareness about the exigent issue of climate change in an attempt to sensitise people against the impending threats and bring about a behavioural change in the masses towards our 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 marking the beginning of a three-month long campaign. In order to put the vision to work, a pan–India plantation activity will be carried out from August 15 to 21urging citizens to collectively fight against the menace.

The initiative has registered phenomenal success both in terms of its reach and impact in the last three years. It has set a record of planting over 1.4 crore trees till date and engaged over 50 million youths right from the grassroots level.

The ‘My Earth My Duty’ initiative represented India as a model green campaign at the Earth Summit- 2012 in Rio De Jenario and has been recognised by the Limca Book of Records for being the only campaign to make India Greener with over 50 lakh saplings in one day.

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