Shillong, July 11: The Ministry of Environment, Forest and Climate Change (MoEFCC) and the Commission for Air Quality Management (CAQM) have launched a three-month strategic communication campaign called ‘The Breath of Change’.
The campaign is for greater public engagement and awareness about air pollution in the Delhi-NCR region. It is being implemented through the Delhi-based EIACP Centres, such as TERI, JNU and WWF.
The media outreach partner for this campaign is CMS Vatavaran.
The campaign will run till September, and it aims to complement the scientific and regulatory efforts of the government with media-based outreach, youth-led activities, and creative citizen engagement.
The initiative will culminate in a national-level Film Festival and Forum on September 7, in alignment with the International Day of Clean Air for Blue Skies.
The key components of the campaign are plantation drives, college fetes and screenings, IEC and outreach programs, social media campaigns, public engagement and design support for EIACP-led activities, among others.
“’Breath of Change’ is not just a campaign, it’s a public call to action. We are bringing people, institutions, and stories together to show that clean air is possible when we act collectively. Our aim is to empower communities, especially the youth, to drive this change on the ground,” said Vasanti Rao, Director General, CMS Vatavaran.
