After more than 3,600 hours of hard work, a team of 72 craftsmen and paper-artists turned kilos of waste into a powerful medium of positive change. Find out how! #Unique
Most people do not actively go out of their way to destroy the planet. In fact, for most of us, cutting a tree is neither a regular occurrence nor something they take too lightly.
But by simple daily acts done by us all unthinkingly – from wasting paper to letting a sapling die, we are collectively destroying the very heroes keeping us alive – our trees.
The trees, whose efforts ensure we live and thrive in a climate healthy for us, are often the last thing on our minds – especially when we chase development. But it has been proven time and time again that awareness is the key to change this mentality.
As more and more people become aware of the severe repercussions of destroying trees and climate change, a powerful global movement is on the rise to ensure this planet’s natural world can thrive.
And at the forefront of such efforts in India on a large scale are the efforts of Mahindra Rise.
Their ‘people-participation’ approach to planting and nurturing trees aims to restore and rejuvenate the Earth to its healthiest self, eliminating years of exploitation and decay. A lofty goal for sure.
Among their many initiatives, the latest to highlight the problem of environmental degradation is the campaign ‘#RiseAgainstClimateChange’ – which seeks to tip the balance in the all-too-critical fight for increased awareness.
And to ensure word spreads far and wide, the campaign launched on February 26 with a special film, The Hardest Workers.
An animation short-film, it focuses on the dark reality of our environment, where in spite of our repeated violence against nature, it is a tree that continues to clean up after us, exhausting itself in its noble pursuit of protecting life on Earth.
And just in case you are wondering about the whole ‘cutting a tree to make a ‘save the trees’ poster’ problem, do note that the film was shot in the most environment-friendly manner. The sets were constructed from more than 150 kg of recycled waste paper, old cardboard boxes and scrap newspapers, all of which was eventually shredded and converted into manure.
So, after more than 3,600 hours of hard work, a team of 72 craftsmen and paper-artists turned kilos of paper garbage into substantial art and a medium of positive change.
Check out the film here:
“With the #RiseAgainstClimateChange campaign, we’re bringing to the forefront, the issue of environmental degradation and seeking the people’s power to address it through the act of planting trees. To make our message more impactful, we built the sets for our film using only recycled waste paper, ensuring that every aspect of the communication reinforces the cause of conservation,” says Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra Group.
While this is the latest initiative by Mahindra, their larger goal towards contributing to the creation of a healthier environment also led to the launch of Project Hariyali.
In a world where we continue to lose 18.7 million acres of forests every year, taking a step backwards to re-grow and nurture the Earth is what this project hopes to do.
Launched on October 2, 2007, and primarily a tree plantation initiative, it has been able to plant and care for over 15 million trees across the country – a continuation of a promise to add one million trees to India’s green cover every single year.
But, the work does not end at planting the saplings. To ensure substantial change, the company has been initiating an external audit every three years. According to this, the survival rate of trees planted through the project has increased to 70-80 per cent, depending on the location.
Each sapling is native to India and its climate and is planted in the pre-monsoon season so that it receives sufficient water at an early stage. From adding mulch to irrigating various sites, the project has ensured durable nurturing of the trees.
With these initiatives in place, Mahindra plans to work towards waste management in the future.
After all, some of us pollute without thinking and some clean without question. It’s on you to decide who you want to be.
(Edited by Vinayak Hegde)