Mumbai: Mahindra Holidays & Resorts India Ltd. and Confederation of Indian Industry (CII) Western Region kicked-off the School Outreach Program of “Phenk Mat Mumbai” an anti-litter campaign. Launched in partnership with MCGM, Phenk Mat Mumbai will encourage students from schools and colleges to become campaign ambassadors and create awareness among citizens of Mumbai on maintaining cleanliness in the city.
The objective of the campaign is to bring about a behavioural change among Mumbaikars to ensure that Mumbai becomes a clean city. The campaign will involve educating youth and training them to create awareness in society about good sanitation practices and implementing the same through a variety of activities and awareness drives.
In the first phase of the programme, close to 200 schools and colleges of wards A and F will be involved in creating awareness. The other wards in Mumbai will be brought in subsequently. The programme will reach out to over 3 lakhs students in the first phase through a range of activities such as school orientation programmes, poster making activities, quiz competitions, ‘zero-litter-week’ campaigns and street plays, etc. Principals of leading schools and colleges in these two wards attended a seminar organized by Mahindra Holidays and CII, to sensitize them about the campaign and to encourage participation.
Mr. Arun Nanda, Campaign Chairman, Phenk Mat Mumbai and Chairman, Mahindra Holidays said, “We believe that awareness and behavior change need to be brought in at an early age. Children can be good change agents who have the ability to influence others. Hence, keeping this in mind we are optimistic that with their help we will not only spread awareness but also inculcate the habit of cleanliness in society.”
Programme is managed by Centre for Social and Behaviour Change Communications (SBC3).
Mahindra Holidays, imbibes sustainability and environment conservation within its organization values, and stands committed to this. The Company works extensively with local authorities to spread awareness about importance of cleanliness and runs campaigns involving local communities at all locations they are present in across the country.