Uttar Pradesh launches week-long Mission LiFE awareness campaign
The Uttar Pradesh State Rural Livelihood Mission aims to promote eco-friendly practices and environmental protection through various public activities.
The Uttar Pradesh State Rural Livelihood Mission, under the Rural Development Department, launched a week-long Mission LiFE (Lifestyle for Environment) campaign on Monday. The initiative seeks to encourage healthy lifestyles and raise awareness regarding environmental protection and eco-friendly daily practices.
According to The Statesman, the first day included morning walks, yoga sessions, bicycle rallies, and walkathons. Members of self-help groups (SHGs) took a pledge to adopt healthy lifestyles via the MYBharat and MeriLiFE portals, while tree plantation drives were held under the “Ek Ped Maa Ke Naam” campaign.
Deputy Chief Minister Keshav Prasad Maurya said that environmental protection is a collective responsibility of every citizen rather than just the government. He stated that the participation of women from self-help groups will be crucial in raising awareness in rural areas.
The seven-day campaign follows a day-wise action plan focusing on seven themes, including conserving water and energy, eliminating single-use plastics, and reducing e-waste. Officials have been instructed to use 'SHG sisters' to disseminate information and ensure the campaign's execution.
The campaign intends to empower rural households to adopt responsible practices. Over the past few years, the government has provided more than ₹415 crore to 36,330 Village Organisations through sustained efforts.