Planting a tree to make a difference, Zee News style

16 Sep,2011

By A Correspondent

 

After the successful revamp of the Zee News’ brand positioning from Zara Sochiye to Jazba Soch Ka, driving the thought leadership stance to action, Zee News has rolled out its award winning CSR campaign “My Earth My Duty”, with the objective of evoking people’s thoughts while motivating them to take concrete action towards mitigating the effects of climate change, by planting close to 1 crore saplings on September 12. The objective underlined the channel’s new brand philosophy of “Jazba Soch Ka” or The Power of Thought, resting their belief in the fact that when a thought awakens, it awakens the nation.

On Monday, September 12, the Zee News tree plantation drive was flagged off from Leh in the presence of Mr Ajay Maken, Minister for Youth Affairs and Sports, who also planted saplings symbolizing “Hope” for a better and a greener future, in the area left ravaged by a cloudburst last year. From Leh to Kanyakumari, the campaign involved more than 50 million young volunteers planting and nurturing saplings across the length and breadth of the country.

A series of ground events such as rallies, seminars, camps, painting competition, street plays, etc have also been organized across the nation to spread the message and draw people’s attention to the subject. The message was extensively spread by utilizing various media vehicles comprising electronic media; promos, special news bulletins, discussions, and print, radio, mobile and new media including Facebook and Twitter.

The campaign was launched in association with Ministry of Youth (NYKS & NSS) and was presented by Suzlon and their corporate initiative “Pure Air Lovers’ Society”. Zee News also joined hands with organizations such as UNDP, UNV, ETF, ITBP, NCC, CRPF, NSS and WWF to take the message forward.

Mr 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 second year, we shall endeavour to spread awareness about these threats and not only awaken people’s thoughts but generate public response by inspiring them to act against climate change and plant the maximum number of trees on September 12. At Zee News, we always believe in the Power of Thought.”

The campaign’s phenomenal success last year has already been registered with the Limca Book of Records for the planting of more than 73 lakh trees in a single day across 2.5 lakh villages and all the district headquarters.

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