ee News, as a responsible media house, initiated ‘My Earth My Duty’ – a revolutionary pan-India campaign, on June 5, 2010 instigating youth action on imperative issues of human induced climate change. It has been supported by over 50 million youth in almost all the headquarters in 34 cities and 1.2lac villages across India.

My Earth My Duty” was conceptualized with a view to not only create awareness amongst people about the changing climatic cycles and its aftermaths, but also to take appropriate actions to alter the same. For this purpose, the campaign was carried out in 2 phases.

My Earth My Duty” has been supported by the Minister of Youth Affairs. As a gesture of support many accredited organizations like Indo-Tibetan Border Police, Central Reserve Police Force, Eco Task Force, National Service Scheme, Nehru Yuva Kendra Sangathan etc are also playing a vital role.

Rohit Kumar, Head – Marketing, Zee News, said, “Our concern and objectives regarding the environment remain the same. Global warming and other environment hazards continue to pose serious threats. For the third year, we shall endeavor to spread awareness about these threats and not only awaken people’s thought to it but generate public response by inspiring them to act against the climate change and plant maximum number of trees. As at Zee News, we always believe in the Power of Thought”

We as responsible fourth estate, invite all Indians to join us in uniting India to alleviate the catastrophe and be the power to bring the change.

Climate Himalaya is one of the Knowledge partners of My Earth My Duty Campaign. Link: www.zeenews.india.com/myearth2012