New Delhi: In a bid to tackle the persistent issue of air pollution in the Delhi-NCR region, the Ministry of Environment, Forest and Climate Change (MoEFCC), in collaboration with the Commission for Air Quality Management (CAQM), has launched a three-month strategic communication campaign called “The Breath of Change”.
This initiative, running from July to September 2025, seeks to raise awareness and generate widespread public engagement on the critical environmental issue of air quality.
The campaign is being implemented through a consortium of Delhi-based organizations, including Sulabh IIHH, TERI, SPA, JNU, and WWF, with CMS VATAVARAN serving as the media outreach partner.
The overarching goal is to complement the government’s scientific and regulatory efforts with creative and citizen-driven action, making the issue of air pollution a nationwide priority.
Key Features of “The Breath of Change” Campaign
The campaign will consist of several engaging activities aimed at both public awareness and collective action, with a strong focus on youth-led initiatives. Some of the key components of the campaign include:
Plantation Drives: Community-based greening activities under the hashtag #EkPedMaaKeNaam, promoting environmental restoration and reducing the carbon footprint.
College Fetes and Screenings: Special outreach events at universities and colleges across the region, encouraging students to become #VayuMitra (air ambassadors) and advocate for clean air solutions.
IEC & Outreach Programs: A series of social media campaigns, public engagement activities, and design support for various EIACP-led initiatives, all aimed at educating the masses on air pollution and its impact.
Short Film Competitions & Festival: A nationwide contest inviting submissions across three categories: documentary, fiction, and animation. The winning entries will be showcased at a two-day film festival and awards ceremony in Delhi.
Workshops and Panel Discussions: Capacity-building sessions aimed at training journalists—both students and professionals—on effective air quality reporting and the power of storytelling.
Mobile Journalism (MoJo) Trainings: Hands-on workshops designed to equip young participants with the tools to create participatory videos focused on pollution and its solutions.
VATAVARAN Ki Chaupal Podcast Series: A four-episode live Hindi podcast series featuring environmental experts, activists, and changemakers discussing the most pressing issues related to air quality.
The campaign will culminate in a grand finale on September 7, 2025, in alignment with the International Day of Clean Air for Blue Skies. The event will feature a National-level Film Festival and Forum to celebrate the creative efforts of individuals and institutions in addressing the issue of air pollution, alongside thought-provoking discussions on long-term solutions for cleaner air.
Dr. Vasanti Rao, Director General of CMS VATAVARAN, emphasized the significance of the campaign in shifting the conversation from awareness to tangible action.
“‘Breath of Change’ is not just a campaign, it’s a public call to action. We are bringing people, institutions, and stories together to show that clean air is possible when we act collectively. Our aim is to empower communities, especially the youth, to drive this change on the ground.”
