Directives issued to conduct an environmental conservation campaign across the state from November 1 to 7 under 'Mission LiFE': Keshav Maurya

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 campaign aims to encourage the general public to adopt a healthy lifestyle, raise awareness about environmental conservation, and promote eco-friendly practices 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 program 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) campaign. A day-by-day action plan has been devised for this seven-day event; officials have been instructed to ensure the successful implementation of these daily activities by engaging SHG members to reach the wider public.The Deputy Chief Minister has directed that broad participation from Self-Help Groups, village organizations, cluster-level federations, community cadres, and other relevant stakeholders be ensured throughout these programs. The campaign seeks to foster a mass movement toward sustainable development by encouraging rural families to become environmentally responsible.