Newdelhi:7/8/23:The Ministry of Housing and Urban Affairs (MoHUA), in collaboration with the Ministry of Environment, Forest and Climate Change (MoEFCC) launched the ‘Meri LiFE, Mera Swachh Shehar’ campaign on 15th May 2023 for the period of 3 weeks till World Environment Day 2023 on 5th June, 2023. The campaign focused on empowering Urban Local Bodies (ULBs) to set up ‘Reduce, Reuse, Recycle’ (RRR) Centres as a one-stop solution for citizens, institutions, commercial enterprises etc. to deposit unused or used plastic items, clothes, footwear, books, and toys. State wise details of the RRR Centres are available in public domain and can be accessed at http://sbmurban.org/rrr-centers.

‘Meri LIFE, Mera Swachh Shehar’ is not a scheme, it is a public outreach and mass engagement campaign being implemented by ULBs under SBM-U 2.0. No separate organizations have been formed by Government of India for this campaign.

The campaign is aimed to spread awareness regarding Mission LiFE and to nudge behaviour change of citizens to minimize waste generation, promote resource conservation and contribute to a cleaner and greener environment by adopting ‘Reduce, Reuse, Recycle’ (RRR) in their everyday life. By integrating these practices into the urban sanitation ecosystem, the vision is to create a circular economy that minimizes waste, maximizes resource utilization and ensures well-being of both present and future generations.

To ensure mobilization of citizen, measures like door-to-door awareness drives, social media campaigns as well as influencer engagements were undertaken. MoHUA also released campaign guidelines for ULBs, which can be accessed at http://sbmurban.org/storage/app/media/ Meri-LiFE-Mera-Swachh-Shehar-SOP-for-States-and-Cities-12th-May-2023.pdf

This information was given by the Minister of State for Housing & Urban Affairs, Shri Kaushal Kishore, in a written reply in the Rajya Sabha today.

About Editor in chief

Ashok Palit has completed his graduation from Upendranath College Soro, Balasore and post graduation from Utkal University in Odia Language and literture.. He has also carved out a niche for himself as a scribe of eminence after joining the profession in 1988. He is also an independent media production professional. He brings loads of experience to Advanced Media, Ashok Palit as a cineaste has been active in film criticism for over three decades. As a film society activist, he soared to eminence for his profound commitment to the art film appreciation and aesthetics of cinema. His mode of discourse is often erudite but always lucid and comprehensible marked by a perfect acumen so rare in the field. A film aesthete with an immense fond of critical sensibilities, he wrote about growth and development of odia cinema in New Indian Express, The Times of India, The Hindustan Times, The Asian Age and Screen. He has been working as an Editor for Cine Samaya from 2002-2004.. He had made solid contribution on cinema in many odia Dailies and weekly such as Samaj, Prajatantra, Dharatri, Samaya, Satabadi, and weekly Samaya.

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