NCAP Awareness Campaign
From 2023 to 2025, Zub Zub India partnered with the District Administration of Kohima to turn the National Clean Air Programme (NCAP) from a policy framework into a community-led movement. This comprehensive three-year Information, Education, and Communication (IEC) project was dedicated to improving air quality through grassroots participation and sustained public awareness.
A multidimensional approach to clean air We designed this campaign to dismantle the complexities of air pollution, making environmental science accessible and actionable for every citizen—from students and homemakers to ward leaders and sanitation workers.
Our strategy relied on core pillars of engagement:
Community-led engagement: Through deep collaboration with the Association of Kohima Municipal Wards Panchayat (AKMWP), we conducted structured awareness drives across 19 wards and 48 colonies. By visiting community halls, we brought the conversation directly to the doorstep of the people.
Institutional outreach: We partnered with 22 schools and 2 colleges, empowering the next generation to become ambassadors for the environment. These sessions focused on the direct link between daily personal habits and the air we breathe.
Actionable sustainability (Mission LiFE): Aligning with India’s "Lifestyle for Environment" movement, we emphasized tangible behavioral shifts. This included promoting waste segregation at the source to prevent open burning—a primary driver of local PM10 and PM2.5 levels—and fostering sustainable transport habits, supported by the distribution of bicycles and waste infrastructure to local institutions.
Youth-driven digital advocacy: Recognizing that youth are powerful voices for change, we launched a viral reel-making competition. By challenging students from institutions like Kohima College and Sazolie College to interpret complex air quality data through creative, short-form video content, we successfully moved environmental education into the digital mainstream. This strategy yielded massive engagement, with the 2024 campaign garnering over 2.3 lakh views, empowering students to lead the narrative on critical issues like vehicular emissions and waste management.
Strategic coordination: Amplifying the message
To ensure the NCAP message resonated deeply with the local community, Zub Zub India provided critical coordination support for the production of the campaign’s flagship promotional video, featuring the creative talents of Dreamz Unlimited.
By facilitating the production process, we ensured that complex environmental data was translated into a powerful, culturally relevant narrative that the people of Kohima could easily connect with. Launched by the Deputy Commissioner of Kohima on World Environment Day 2025, this video moved the conversation beyond technical jargon, illustrating how daily habits directly influence the city's air quality.
A legacy of collective responsibility
By the conclusion of the two-year project, the campaign successfully fostered a culture of vigilance and shared responsibility. By combining traditional ward-level engagement with innovative digital outreach, the partnership demonstrated that long-term behavioral change is achievable when a city takes collective ownership of its air. As the campaign emphasized, clean air is not just a government target; it is a community commitment.
Breathing better together - A collaborative initiative by Zub Zub India and the District Administration, Kohima
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