United Nations Volunteers continues to support ‘My Earth My Duty' of Zee News Ltd – a pan-India campaign instigating youth action on imperative issues of human induced climate change. Since its launch in 2010, it has been supported by over 50 million youth volunteers in almost all the headquarters in 34 cities and 1.2 lac villages across India.

The campaign enters its third year in July 2012, with a series of ground events followed by a nationwide plantation drive starting Aug 15-21, 2012. With India completing 65 years of Independence this year, the initiative will urge the citizens to fight for their independence from global warming, thus encouraging a patriotic fervor.

“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 two phases during the first two years.

During the first phase, awareness was created on global warming issues with an objective to generate concern about the hazardous changes the environment due to people’s actions and to promote consequential actions. The second phase, gave people a chance to opinionate their concerns and bring them into action. My Earth My Duty acted as a platform and a medium, which helped people to do their bit for the environment.

From planting over 10 million trees to organizing cultural and social awareness events in educational institutions and other places across India the objective underlines the Zee News's philosophy of "Jazba Soch ka" or "The Power of Thought". The pan-India reach of the campaign was made possible by utilizing all the Zee News channels, tie-ups with local\regional newspapers, holding seminars and banners in vernacular languages.

The campaign has been well recognized nationally and globally. It was recognized by the Limca Book of Records; and has been awarded the Rashtriya Rajiv Gandhi Award and the Lion’s Club Award.

Recently, “My Earth My Duty” was selected to represent India’s actions against adversely affecting human induced climate change at the United Nations Earth Summit, 2012 on Sustainable development.

For more information visit: http://zeenews.india.com/myearth2012/about.aspx