“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, Shri Hardeep S. Puri launched MoHUA’s mega campaign ‘Meri LiFE, Mera Swachh Shehar’, in the presence of Secretary, MoHUA, Shri 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. Hon’ble Prime Minister Shri 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 20^th 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 20^th May till 18^th June, 2023.

The Meri LiFE, Mera Swachh Shehar will culminate on 5^th 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/ .

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RJ