'Didis' (women self-help group members) will conduct a 'Lifestyle for Environment' public participation campaign from November 1 to 7, says Keshav

Under the directives of Deputy Chief Minister Shri Keshav Prasad Maurya, the Uttar Pradesh State Rural Livelihood Mission—operating under the Rural Development Department—is conducting an extensive public awareness and participation campaign from November 1 to November 7, 2026, as part of 'Mission LiFE' (Lifestyle for Environment).

The objective of this campaign is to encourage the general public to adopt a healthy lifestyle, raise awareness about environmental conservation, and promote eco-friendly behaviors in daily life. On the first day of the program, members of Self-Help Groups (SHGs) will take a pledge to adopt a healthy lifestyle, facilitated through the 'MYBharat' and 'Meri LiFE' portals. In addition to public awareness initiatives, the campaign will feature morning processions (*prabhat pheris*), walkathons, yoga sessions, and cycle rallies. The message of environmental conservation is also being conveyed through tree plantation drives under the 'Ek Ped Maa Ke Naam' (A Tree in the Name of Mother) initiative. A day-by-day action plan has been developed for this seven-day program; officials have been instructed to ensure the successful implementation of daily activities by engaging SHG members to reach the wider public.

The Deputy Chief Minister emphasized that environmental conservation is not solely the government's responsibility, but a collective duty of every citizen. By fostering public participation and making small, positive changes in our daily lives, environmental conservation can be transformed into a mass movement. The active involvement of Self-Help Group members will be instrumental in raising awareness across rural areas and promoting the adoption of an eco-friendly lifestyle.