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Promoting Environmentally Friendly Behaviour among School Children & Communities of Gujarat and Delhi
Delhi and Gujarat (India), March 6: Mission LiFE is a Government of India initiative that aims to nudge individuals and communities to practice an environment-conscious lifestyle. To complement such government initiative and to address the change in behaviour for protecting and preserving the environment a Social Behaviour Change Communication (SBCC) project was supported by Asahi [...]
Delhi and Gujarat (India), March 6: Mission LiFE is a Government of India initiative that aims to nudge individuals and communities to practice an environment-conscious lifestyle. To complement such government initiative and to address the change in behaviour for protecting and preserving the environment a Social Behaviour Change Communication (SBCC) project was supported by Asahi Intecc Co. Ltd under its Corporate Social Responsibility initiatives. The project has been technically supported by ETPA Foundation for Social Development and implemented by Shri Muni Charitable Foundation (MCF) at 30 schools and 30 communities in Delhi and Gujarat.
The project has taken a step forward in reducing single-use plastics, judicious use of water, waste reduction, and sustainable food system. Two broad communication activities were implemented, including Storytelling sessions with the Government schools in Khambat of Anand district, Gujarat, Schools of Applied Learning (SoAL) under Delhi Board of School Education (DBSE) Delhi were targeted children (6-10 yrs age group) and mid-media campaign through Street Plays in communities. The efforts in translating the message of saving resources through Storytelling sessions using the concept of Mottainai and the principles of 4R – Respect, Reduce, Reuse, and Recycle were conducted in schools. Mottainai is a Japanese expression to convey the meaning used to express a feeling of regret when something is put to waste without deriving its value. The book illustrates the mindful utilisation of resources and promoting environment-friendly ways of living.
YouTube link- Mottainai Grandma No Wastage Story
