MoHUA launches mega campaign Meri LiFE, Mera Swachh Shehar
~Championing RRR’s of waste management- Reduce, Reuse, and Recycle
“This
word is LiFE, which means ‘LiFEStyle For Environment’. Today, there is a need
for all of us to come together and take LiFEStyle For Environment forward as a
campaign. This can become a mass movement towards an environmentally conscious
lifestyle.”
- Prime
Minister Shri Narendra Modi at COP26
Minister for Housing and Urban Affairs, Hardeep S. Puri
launched MoHUA’s mega campaign ‘Meri
LiFE, Mera Swachh Shehar’, in the presence of Secretary, MoHUA, Manoj
Joshi and other senior officials of MoHUA and MoEFCC, here today.
Reuse and upcycling of common household goods has been an
integral part of Indian culture. Taking a cue from this shared habit, the
Ministry of Housing and Urban Affairs (MoHUA)’s campaign titled – ‘Meri LiFE, Mera Swachh Shehar’ is
launched to champion the RRR’s of waste management- Reduce, Reuse, and Recycle. Urban India
is increasingly adopting the principles of making ‘Wealth’ from waste with
citizens actively refurbishing old items for reuse. This is giving an impetus
to the overall zero-waste ecosystem under Swachh Bharat Mission-Urban 2.0.
The 3R’s form the backbone of ‘Waste to Wealth’ and has
empowered many craftsmen, recyclers, Self Help Groups, entrepreneurs, startups,
etc. to recycle waste into a host of products. Prime Minister Narendra Modi’s Mission LiFE (Lifestyle for
Environment) further encourages individual and collective action towards the
same. Mission LiFE aims to protect and preserve the environment and bring about
a pro-planet behavioural change that can be instilled through individual action
in day-to-day life.
This nationwide campaign aims to highlight cities to
setup ‘Reduce, Reuse, Recycle (RRR) Centres, one stop collection centres, for
citizens to contribute clothes, shoes, old books, toys and used plastic to be
reused or recycled.
This three-week campaign will strengthen citizen’s
resolve under SBM-U 2.0 - to reduce, reuse and recycle – and will also champion
Mission LiFE’s objective of taking collective action for the protection and
conservation of the environment by adopting sustainable daily habits.
The RRR
Centres are scheduled to be launched nationwide on 20th May, 2023 and will serve as one-stop solution for
citizens, institutions, commercial enterprises, etc. to deposit unused or used
plastic items, clothes, shoes, footwear, books, and toys. After collection,
these items will be given to different stakeholders to be refurbished for reuse
or would be made into new products, thus truly taking forward the Government’s
vision of circular economy.
The Union Minister also launched the RRR Theme song
contest. The contestants can write, compose, sing and submit a theme song and
win attractive prizes. The contest opens on the MyGov platform from 20th May till 18th June,
2023.
The Meri
LiFE, Mera Swachh Shehar will culminate on 5th June, 2023 with the Pledge
for LiFE, that will be undertaken by everyone on the occasion of
the World Environment Day as
well as large scale cleanliness drives across all cities.
Citizens can take the Pledge for LiFE on MyGov at https://pledge.mygov.in/life-movement/ .