On the eve of Independence Day, the thought leadership private members community, EDGE, in collaboration with Famous Innovations, launched a powerful campaign titled ‘Stand for Clean Air.’ This initiative seeks to raise awareness about the severe air pollution in New Delhi and across India, urging citizens to take proactive steps in addressing this critical issue.
The campaign kicks off with a poignant film that draws a direct connection between national pride and the pervasive issue of air pollution. The film, which opens with the statement “Nothing should stop us from singing our National Anthem,” illustrates how hazardous air conditions in New Delhi are preventing citizens from performing this simple act of patriotism. This emotional appeal is designed to resonate deeply with viewers, highlighting the seriousness of air pollution and its impact on everyday life.
Yashraj Akashi, founder of the EDGE Community, explains the motivation behind the campaign. “We all know that pollution levels in our cities, particularly our capital, have reached fatal levels. A Supreme Court judge recently likened living in Delhi to living in hell,” Akashi notes. He emphasizes that while social media often lights up with complaints when the winter smog arrives, real change requires collective action. EDGE’s campaign is a call to action, encouraging people to move beyond discussions and take meaningful steps towards improving air quality.
Raj Kamble, founder and Chief Creative Officer (CCO) of Famous Innovations, sheds light on the creative process behind the campaign. He explains, “To bring alive this harsh reality, we wanted to choose something that is close to all of our hearts. The National Anthem is a matter of national pride, and we all want to be able to sing it wholeheartedly.” By connecting the inability to sing the National Anthem with the detrimental effects of air pollution, the campaign powerfully conveys the urgency of addressing this environmental crisis.
The film was released on August 14 and serves as the cornerstone of a broader digital campaign aimed at galvanizing public participation. EDGE Community has launched a series of online initiatives through its platform, edgecommunity.org, to encourage citizens to join the conversation and contribute to finding solutions. The campaign invites people to share the message using the hashtag #StandForCleanAir, fostering a sense of collective responsibility and action.
As the winter season approaches and pollution levels are expected to rise, the ‘Stand for Clean Air’ campaign serves as a timely reminder of the importance of clean air for both personal health and national pride. By combining emotional appeal with actionable steps, EDGE Community and Famous Innovations are not just raising awareness but are also mobilizing citizens to be part of the solution. This campaign underscores that while the problem of air pollution is daunting, collective effort can lead to meaningful change.
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