In 2011, before the Swachh Bharat Mission captured national attention, The We Foundation, in partnership with Imagindia, launched a visionary cleanliness campaign titled “Come, Clean India”. This community-focused initiative addressed the pressing issue of urban sanitation and waste mismanagement in four of India’s metro cities. Through its large-scale, volunteer-driven activities, the campaign became a symbol of collective action for a cleaner, healthier environment.
A Mission Rooted in Responsibility
Overflowing garbage in public spaces, such as streets, railway stations, and hospitals, had become a breeding ground for diseases, endangering public health and the environment. The We Foundation recognized the urgent need for intervention and initiated “Come, Clean India” with a clear mission:
- Promote hygiene and health through cleanliness.
- Encourage practical and sustainable waste disposal methods.
- Raise awareness about the importance of a clean environment.
- Empower communities to take collective responsibility for cleaner cities.
The Campaign in Action
The campaign ran over 20 Sundays annually in metro cities, targeting high-footfall areas like railway and bus stations, government hospitals, and tourist spots. Each site witnessed the following activities:
- Community Cleanups: Hundreds of volunteers gathered at designated locations to clear garbage and restore cleanliness.
- Waste Management: Garbage collected during the drive was safely transported and disposed of at municipal dumpsites.
- Diverse Participation: Citizens from all walks of life, including ex-servicemen, lawmakers, students, and women, actively participated.
The campaign not only cleaned public spaces but also sparked conversations about waste management and environmental hygiene, inspiring communities to take ownership of their surroundings.
Impact of the Clean-Up Drive with Grant Thornton
In collaboration with Grant Thornton and the Indian Pollution Control Association (IPCA), The WE Foundation launched a transformative Clean-Up Drive at Nicco Park, Kolkata, to tackle waste management and promote environmental consciousness.
Key Achievements
- 80 kg of Waste Collected: Volunteers removed significant litter, visibly transforming the area and improving hygiene.
- Environmental Awareness Raised: Through educational sessions on waste segregation and recycling, participants gained insights into sustainable waste management practices.
- Community Empowerment: The drive united local residents, corporate volunteers, and environmental advocates, fostering a sense of collective responsibility toward a cleaner environment.
This initiative demonstrated the power of corporate social responsibility (CSR) and community action in addressing urban waste issues while reinforcing Grant Thornton’s commitment to sustainability.
Impact of the Cleanliness Drive with TM International Logistics Limited (TMILL)
In partnership with TMILL, The WE Foundation implemented a city-wide Cleanliness Drive to elevate sanitation standards and contribute to urban sustainability in Kolkata.
Key Achievements
- Cleaner Streets and Better Hygiene: Public spaces were revitalized, improving sanitation and reducing risks of disease.
- Supporting Global Goals: The initiative aligned with UN Sustainable Development Goals (UNSDGs) on clean water, sustainable cities, and climate action, making a tangible contribution to global sustainability.
- Fostering Civic Pride: Community participation instilled a sense of responsibility for maintaining clean and healthy neighborhoods.
This collaboration exemplifies TMILL’s dedication to CSR and environmental stewardship, setting a benchmark for sustainable urban practices.