As World Environment Day nears, a local multiplex chain ties up with Greenpeace to spread awareness
They may be unlikely allies in the campaign for a greener world. However, the coming together of an international organisation and an Indian corporate house on World Environment Day (observed on June 5 every year) is surely something to watch out for.
Greenpeace, a global environmental activist group, has joined hands with PVR Ltd — a film exhibition, distribution and production company — to launch a green drive in the city. “We want to use our resources for an environmentally sustainable future not just in Mumbai but also across the country,” says Deepa Menon, who heads the corporate social responsibility department at PVR.
Issues like global warming, climate change and pollution will be highlighted through a 15-day campaign beginning June 5. “We are trying to generate awareness while reinforcing the importance of environmental conservation in our surroundings,” Menon adds.
As part of the campaign, there will be events like tree plantation drives and sapling distribution in Juhu and surrounding areas while the multiplex will also screen films on topics such as ozone depletion, rain water harvesting and the greenhouse effect. PVR has tied up with National Geographic for the screening of these non-commercial films and the target audience is school children. “This is an effort on our part to use our space and network for a cause,” she says.
Menon feels that working towards a greener world is every individual’s responsibility and dedicating a single day to environment conservation is not enough. “These efforts should be sustainable in the long term and should be adopted as daily practices,” she says, adding that her company tries to improve the quality of life in the areas where it operates. “We are working together with NGOs, government bodies and the community for better social conditions.”
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