EastMojo image Credit: Environmentalists, universities, notable personalities and other environmental movement are also a part of this one-of-its kind initiative

Guwahati: The COVID-19 pandemic and the subsequent lockdowns have made one thing clear, the level of carbon and air pollutant particles in the atmosphere decreases when human activity gets restricted. NGO Small Wish International started a nature lover’s movement called CCEP initiative (Consumer’s Commitment for Environmental Protection) on May 29.

Based on a Minimum Carbon Footprint Lifestyle Model (MCFLM) consisting of 12 different environmental conservation pledges, the initiative debuted with pledges from artiste, students, and environmentalists like Padma Shri recipient Jadav Payeng, the Forest Man of India, around Assam. Under the CCEP Inititiative, SWI has developed a three-step behavioural change strategy with a vision to make one billion Indian consumers environmentally sensitized and eco-friendly. Also to make way for the Indian population to play an important role in the global fight for climate change.

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“What brings me immense joy is that just within two days we were able to reach out to more than 15,000 people,” said Sheikh Arif Ahmed, CEO, SWI. He added, “student bodies from Cotton University, Tezpur University, Gauhati University and Tata Institute of Social Sciences have also joined the cause bringing in the much-needed voice of the youths in environmental conservation movements.”

After making the general populace aware of the impact his/her daily activities has, the said person is asked to take a pledge to become an eco-friendly consumer and choose to commit to a wide range of interrelated environmental conservation efforts ranging from natural resources conservation to employing environmentally friendly practices in their daily life. After the pledge is registered, SWI shall give custom solutions based on MCFLM to enable the general consumers to sustainably integrate environmental conservation efforts into their daily lifestyle and become eco-friendly consumers.

Also Read: Northeast’s shrinking forest cover. Find out why?


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“India faces huge environmental conservation challenges and poverty, unemployment, rising demand of the growing population is placing severe pressures on natural resources. People and the government are distracted from the essential task of conserving nature. This pledge is the first step to bring behavioural and lifestyle changes among the Indian consumers at the grassroots level to turn them into eco-friendly consumers,” said Ahmed.

This initiative is based on two years of research by Ahmed. Pledges are now coming in from various parts of the world including Finland, Turkey, Nepal, Sri Lanka, and the US. Additionally, pledges have been arriving from Arunachal Pradesh, Meghalaya, Nagaland, Manipur, Sikkim, Kerala, Karnataka, and Jharkhand. More prominent figures like Elvis Ali Hazarika (renowned swimmer), Jatin Bora (actor), Arghadeep Baruah, (singer, actor) and environmental movements like Fridays For Future have also joined the cause.


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