To tackle air pollution in Delhi-NCR through public participation and creative engagement, the Ministry of Environment, Forest and Climate Change (MoEFCC) and the Commission for Air Quality Management (CAQM) have jointly launched a strategic communication campaign titled The Breath of Change.

The three-month long campaign, from July to September 2025, aims to complement scientific and regulatory air quality efforts with a robust media strategy, youth-led action, and citizen-driven initiatives across Delhi-NCR.

The campaign is being implemented through Delhi-based EIACP (Environmental Information, Awareness, Capacity Building and Livelihood Programme) Centres — Sulabh IIHH, TERI, SPA, JNU, and WWF  with CMS VATAVARAN serving as the official media outreach partner.

The campaign will culminate on September 7 with a national film festival and forum aligned with the International Day of Clean Air for Blue Skies.

Key Campaign Components:

#EkPedMaaKeNaam Plantation Drives: Community greening events to promote environmental restoration.

University and College Engagements: Campus fetes, film screenings, and clean air initiatives across Delhi-NCR to inspire students as #VayuMitra.

Digital and Public Outreach: Social media campaigns and IEC materials to amplify awareness and participation.

Short Film Competition and Festival: A nationwide contest across three categories, ending with a two-day screening and awards event in Delhi.

Workshops & Media Trainings: Sessions on air quality storytelling for students, journalists, and content creators.

Mobile Journalism (MoJo) Workshops: Youth-oriented trainings for participatory video creation on pollution solutions.

“VATAVARAN Ki Chaupal” Podcast Series: Four live Hindi podcast episodes spotlighting environmental leaders and changemakers.

Speaking on the campaign Dr. Vasanti Rao, Director General, CMS VATAVARAN said , “The Breath of Change’ is not just a campaign, it’s a public call to action. We are bringing people, institutions, and stories together to show that clean air is possible when we act collectively. Our goal is to empower communities, especially youth, to lead this change on the ground.”

The campaign also aims to build a cohesive communication model by introducing a shared style guide, content repository, and outreach framework to align all stakeholders and promote sustainable, community-based solutions to improve air quality and public health.