Mission LiFE (Lifestyle for Environment) was launched by Hon’ble Prime Minister on 20 October 2022 at Kevadia, Gujarat. Mission LiFE focuses on bringing about behaviour changes in individuals for combatting climate change. The objective is a global movement for transitioning from a model of destructive and mindless consumption to deliberate and mindful utilization of resources.
The Ministry of Environment, Forest and Climate Change is the nodal ministry for national-level coordination and implementation of Mission LiFE. As part of their implementation efforts, the MoEFCC has mobilized Central Ministries, State Governments, Institutions, and private organizations to align their activities with LiFE and spread awareness about the sustainable actions that individuals can undertake. Activities such as street play competitions, painting competitions, essay writing competitions, etc. are being carried out with a focus on sustainability, at district, state, and national levels under the banner of LiFE.
In order to further catalyze pan-India advocacy and awareness about LiFE, the MoEFCC has initiated a month-long mass mobilisation drive, which will culminate on 5 June 2023 in a mega celebration of World Environment Day. With a view to amplify all efforts to promote the message of LiFE and make the drive a success, MoEFCC has included all 99 Ministries and 36 States/UTs, along with their divisions, subordinate organizations, and field offices, to undertake LiFE-related activities beginning 5 May 2023.
In less than 10 days, more than 18,000 LiFE-related events have taken place across India mobilizing over __ individuals to take pro-planet actions. These include beach and riverbed cleanup drives, bicycle rallies, tree plantation drives, LiFE marathons, plastic collection drives, composting workshops, and undertake LiFE pledge. Many schools and colleges are also undertaking cultural competitions such as street plays, essays, painting, and youth parliaments.
The Ministry has developed two dedicated portals for LiFE, in order to create a structured reporting format that can track the progress being made on LiFE. The Mission LiFE Portal (missionlife-moefcc.nic.in) is open access and can be used to download the 100+ creatives, videos, and knowledge materials that have been developed by the ministry for LiFE. The Meri LiFE Portal (merilife.org) has been developed for ministries and institutions to upload event reports and capture the progress of the mass mobilisation drive.
The mass mobilization campaign will culminate in a mega event on the occasion of World Environment Day 2023 on 5th of June. The theme for which is Solutions to Plastic Pollution, a topic which aligns with one of the 7 themes of Mission LiFE: “Reducing the use of single-use plastic items”.
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MJPS