"Swachh Sagar, Surakshit Sagar/Clean Coast Safe Sea"
India's coastline of more than 7,500 km reflects our vast ocean resources. Most importantly, the Indian Ocean is the only ocean named after a country, that is, India.
Litter especially in the form of plastics in the marine environment are a major concern and growing problem and a number of studies have shown their harmful impact on marine biodiversity, ecosystems, fisheries, human health and economy. Usually, wastes from land-based sources make up the major share of marine litter. Considering the dangers of plastic waste, India has implemented a nationwide ban on single-use plastic from July 01, 2022.
Taking forward, the vision of the PM, and his constant emphasis on cleanliness across the nation including coastal regions, it has been decided to run a cleanliness campaign "Swachh Sagar, Surakshit Sagar/Clean Coast Safe Sea" along India’s entire coastline
This campaign will include Ministry of Earth Sciences (MoES), Ministry of Environment Forest and Climate Change (MoEFCC), National Service Scheme (NSS), Indian Coast Guard, National Disaster Management Authority (NDMA), Seema Jagran Manch, SFD, Akhil Bharatiya Vidyarthi Parishad (ABVP),Paryavaran Sanrakshan Gatividhi (PSG), along with other social organizations and educational institutions.
This year’s event also coincides with the celebrations of Azadi Ka Amrit Mahotsav in 75th year of the country’s independence; The coastal cleanup drive will be carried out at 75 beaches across the country with 75 volunteers for every kilometre of the coastline.
The "Swachh Sagar, Surakshit Sagar/Clean Coast Safe Sea “campaign is a 75-day citizen-led campaign for improving ocean health through collective action. The campaign started on July 3rd, 2022 and has 3 strategic underlying goals that target transformation and environmental conservation through behavior change. The three underlying goals of the campaign are to 1. Consume Responsibly 2. Segregate waste at home and 3. Dispose Responsibly. The campaign will culminate with the largest beach cleaning event on Sept 17, 2022 (International Coastal Cleanup Day).
A mobile app “Eco Mitram” has been launched to spread awareness about the campaign and also for the common people for voluntary registration for the beach cleaning activity on the 17th September 2022.
It is the first-of-its-kind and longest running coastal cleanup campaign in the world with highest number of people participating in it. Through this campaign, a mass behavioural change among the masses is intended by raising awareness about how plastic usage is destroying our marine life.