My Earth My Duty (MEMD) Programme

Partner: Zee Media Pvt Limited

Initiated in 2010 as a countrywide programme, My Earth My Duty (MEMD) Programme brings youth and para military organisations on one platform. As Sustainability and Knowledge Partner for Zee Media's fifth edition of their MEMD campaign, EG chalked out the Zee Media strategy, themes, content and activities for 2014 MEMD programme. The campaign also included greening the heritage sites across India — Trees were planted in and around Taj Mahal, Sanchi Stupa, Qutub Minar, Red Fort and Purana Qila. While simultaneously providing content and design inputs for the extensive online campaign on their Zee MEMD website. Post-campaign, innovative design and content inputs were given to create a four-page Impact Brochure on the MEMD 2014 campaign. Complete A-Z design, creative graphics and tables, and content for a vibrant, lively, and comprehensive Sustainability Report on five years of Zee MEMD was also delivered. Along with these, monthly campaigns on green issues were created for Zee with complete design guidelines and ready-to-publish content for each of the campaigns, in close coordination with the Zee Media team.

The MEMD 2014 campaign statistics: A world record: 2 lakh trees were planted by 10350 BSF jawans, in just 30 minutes in 1886 locations across India. Campaign motivated action across a 100 cities in India; Zee Media dedicated 100 plus programming hours to the campaign across its 10 channels in six languages. A hundred schools nationwide participated in a green painting competition as part of campaign. It received 406,991 lakh online pledges, 1,250,000 lakh web visits, 135,000 lakh retweets, and 140,000 lakh likes. 

In Zee Media’s run up to MEMD 2015, our team has also been designing monthly online green campaigns for it. A brief on the campaigns:

MEMD Eco-friendly Diwali Celebration Campaign

The EG theme brought in inspiring messages from young hearts across India on the theme, “Why I do not like Noisy Crackers” from Bengaluru, New Delhi, Coonoor, Mumbai and Chandigarh covering age groups from seven to 15, all of whom spoke about eco-friendly ways to celebrate Diwali such as painting diyas and earthen animals, doing rangolis with eco-friendly colours and importantly, shunning the noisy crackers to spend time with friends and family.

MEMD Green & Clean Children's Day 2014

In line with the Prime Minister Narendra Modi’s “Swachch Bharat Abhiyan”, the online campaign was launched with a “CLEAN and GREEN CHILDREN’S DAY” banner on the site, and showcased: Five Nature/ Environment-Related Books for Children, Five Best Films Related to Nature/ Environment and Events Related to Children’s Day 2014 across India.

MEMD Youth WASH Campaign

Five exciting and innovative contests were designed for the Zee Media website on Water Sanitation and Hygiene (WASH). The contest were for designing the poster, one minute green film, sing a green song or design a green logo. This is aimed to give the MEMD campaign a fresh look for 2015. Wallpapers were also created on the green theme for the New Year campaign. All the contests were open to the 18-30 years age group.