BWI: The TERI-ONGC Soldiers of the Earth Environmental Awareness Campaign to Enter its Second Phase in July

Press release from Business Wire India
Source: The Energy and Resources Institute (TERI)
Thursday, June 04, 2009 10:45 AM IST (05:15 AM GMT)
Editors: General: Consumer interest, Entertainment, Environment, Social issues; Business: Advertising, PR & marketing, Energy companies, Media & entertainment, Publishing & printing
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The TERI-ONGC Soldiers of the Earth Environmental Awareness Campaign to Enter its Second Phase in July


New Delhi, Delhi, India, Thursday, June 04, 2009 -- (Business Wire India) -- The Soldiers of the Earth campaign, an all encompassing, environmental awareness generation programme launched by TERI Press, the publishing arm of TERI (The Energy and Resources Institute) and India's first green publisher, in collaboration with the ONGC (Oil and Natural Gas Corporation) is all set to go to the grassroots with the start of their school awareness programme in early July this year. The campaign is aimed at sensitizing children and young adults towards a greener future aided by promotional comic series of the same name, authored by Bollywood superstar Akshay Kumar. The programme includes innovative components like books, workshops, educational learning material to educate, train and encourage children from all walks of life to learn more about the world they live in and encourage them to act towards saving their planet.

While the comic book series is under publication, the programme will now move into its second phase where teachers and students will be introduced to guided modules which will provide instructions to implement the programme on the ground. This phase aims to raise awareness among school children towards conservation of the environment in the school, at home and in the locality. Activities such as rainwater harvesting; vermi-composting; tree plantation, slogan-writing, and poster-painting competitions, as well as 'reduce, reuse, recycle' campaigns would be carried forward in schools across India, starting with ONGC-run schools in Dehradun, Ankleshwar and Mehsana. Very soon, the Soldiers of the Earth will also be seen on television as talks are underway between TERI and a number of television content providers like Nickelodeon, Cartoon Network, and Pogo.

Bollywood superstar Akshay Kumar who is known for his association with various noble causes is the 'Champion of the Cause' of this campaign. Not only did he conceptualize the campaign, he also decided to use a well-liked genre like comic books to motivate young and developing minds. He is all set to inspire and lead children into a cleaner and greener world!! 'I have been working closely with TERI and IIFA to highlight the climate crisis. To take this effort forward, we decided to launch the comic book series as a tool to reach out to kids. Children are our future, it is very important to teach them about nature, which is irreplaceable,' says Akshay. 'While doing this comic book, in a way, I revisited my Chacha Chaudhary and Saboo days,' he adds. Akshay has conceptualized and co-written the motivational comic series with TERI Press, who are best known for their titles in the areas of environment, energy and sustainable development.

Nobel laureate and TERI's Director-General Dr R K Pachauri who is leading this campaign says, 'The most sensitive minds in the world must be at the vanguard of an inspired movement to reverse the damage we have wreaked on the environment. India is a country with a growing population of youth who as Soldiers of the Earth, using knowledge provided by TERI in easily available form, would lead such a movement. They would be inspired by the active involvement of an iconic star like Mr Akshay Kumar.'

Mr R S Sharma, CMD, ONGC adds, 'The Soldiers of the Earth is another landmark initiative of the TERI-ONGC combine. We envisage a dramatic change in the society through the future leaders of our country. We entrust these young 'Soldiers' to bring about a change in the way we perceive the environment.'

Madhu Singh Sirohi, Head, TERI Press says, 'Akshay had joined hands with TERI as the Green Ambassador for the Green Globe Foundation launched last year at the IIFA Awards in Bangkok. He had said then that he wanted to be involved further. Since this programme is called Soldiers of Earth, and Akshay has that tough image among kids, he would be the best person to become our 'Cause Champion' of this programme.'

About TERI Press

TERI Press, the publishing arm of TERI is an independent publisher in its own right. Best known for its titles in the areas of environment, energy and sustainable development, TERI Press is committed to publishing high quality works at all levels-from reference titles to general interest books. It is committed to publishing the best-quality books on energy, environment, and sustainable development, and has received both national and international recognition for its versatility and efficiency. TERI Press has never shied away from social responsibility, always looking to adopt new and innovative measures in publishing, like the use of recycled paper, to ensure that environmental considerations are given utmost priority. It is one of many efforts that will go a long way in establishing TERI Press as 'India's first green publisher'.


CONTACT DETAILS
Rajiv Chhibber, The Energy and Resources Institute (TERI), +91 (11) 24682100, Extn - 2324, +91 9810426698, rajivc@teri.res.in
Dalvinder Kaur, The Energy and Resources Institute (TERI), +91 (11) 24682100, Extn - 2269, +91 9891377700, djkaur@teri.res.in

KEYWORDS
CONSUMER, ENTERTAINMENT, ENVIRONMENT, SOCIAL, MARKETING, ENERGY, MEDIA, PUBLISHING

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