Entertainment channels have begun taking initiatives to encourage children to take a break from their daily routines and focus on other interests.
For instance, entertainment channel Nickelodeon, in association with GlaxoSmithKline Consumer Healthcare's children drink brand Boost has announced the 'Let's Just Play' initiative, which is designed to motivate children to lead a more healthy lifestyle. (See: Kids channel Nick to go blank on 27 September to promote 'Let's Just Play' initiative)
The channel plans to carry out this initiative by going off-air for 30 minutes on 27 September to encourage children to spend some time in extra curricular activities.
Now, BIG 92.7 FM and Vadodra's New Era School at Nizampura have joined hands in an effort to contribute positively to society by addressing various issues.
Not wanting to confine environment-friendly initiatives to a just single day of the year (World Environment Day), the two organosers have begun a 'Go green - say no to plastics' drive, under which they plan to undertake several environment-related awareness initiatives.
As part of one such initiative, breakfast-hour radio jockey (RJ) Tejal, along with students and teachers of New Era school, led a rally on global warming from Abhilasha cross roads to the city market in Vadodara on 30 August.
The on-air promotions for the event began a week in advance with the RJs at the station providing environmental tips and inviting listeners to participate in this rally. The rally eventually transformed into a human chain bordering the famous Swati market, which is well-frequented by vegetable shoppers. Students and BIG 92.7 FM RJs made people aware about the harmful effects of global warming.
In order to encourage people to join in the drive against the usage of plastic, another group of students from the same school carried out a procession, singing and dancing to the tunes of a popular remix number – Sanero Sanero…, the song conveys the message to join the drive against plastics.
To promote the use of alternative material for bags, New Era Students and BIG FM jocks and listeners also distributed BIG FM and New Era School co-branded cloth and paper bags made by the students at the vegetable market in exchange for plastic bags.
Speaking on the occasion, Nikita Parekh, the BIG 92.7 FM station head at Vadodara, said, ''Global warming is one of the most serious challenges facing us today. To protect the health and economic well-being of current and future generations, we as a responsible medium fulfill our role in the society by generating awareness amongst our listeners about issues of social concern from time to time. It is our endeavor to use every opportunity to live our brand-philosophy Suno Sunao, Life Banao, and hence positively impact the lives of listeners.
''On the occasion, Priyadarshini Kelkar, principal, New Era School, said, ''Being leaders in imparting education, we assume the responsibility of educating the masses about environment friendly etiquettes. Our asset is our pool of students who are determined to share what they have learnt at the school, in terms of environment-friendly initiatives, with the society. We are excited about this whole activity and are hopeful of its positive influence on the society.''