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Restoring the Jhelum: How a Community Cleanup Drive Sparked Environmental Change in Baramulla

Baramulla, June 2025:
What began as a local initiative soon became a powerful testament to collective action and environmental stewardship in Baramulla. Under the inspiring banner of “Mera Sheher Meri Pehchaan”, the Municipal Council Baramulla, in collaboration with IEC experts and Swachhata Brand Ambassadors, led a transformative cleanup drive along the banks of the Jhelum River one of the region’s most cherished yet ecologically fragile natural resources.

Driven by the shared goal of reclaiming the beauty of the Jhelum and promoting responsible civic behaviour, the event witnessed enthusiastic participation from every section of society. Residents, municipal officials and energetic students from the local Wushu Academy came together, equipped with gloves, brooms and an unwavering sense of duty. Their unified efforts resulted in the removal of heaps of waste and plastic litter, breathing new life into the riverside landscape.

But this initiative went beyond surface cleaning.

Understanding that lasting change requires informed communities, the IEC team hosted a focused capacity-building session during the event. Participants were educated on critical aspects of sustainable waste management such as source segregation, plastic reduction, and eco-friendly disposal practices. The session empowered citizens with the knowledge and tools to become long-term stewards of their surroundings, ensuring that cleanliness becomes a consistent community habit rather than a one-time activity. 

Swachhata Brand Ambassadors played a pivotal role in the drive, serving as inspirational figures for the youth and reinforcing the idea that environmental care begins with personal accountability. Their presence infused the campaign with motivation and direction, helping translate awareness into action.

The cleanup drive not only beautified a crucial stretch of the riverbank but also rejuvenated the community’s spirit of environmental responsibility. It marked a meaningful step in aligning local efforts with the broader goals of the Swachh Bharat Mission, demonstrating that even small-scale, community-led movements can catalyze significant change.

Baramulla’s example proves a simple but powerful truth: when citizens come together with shared purpose and passion, they don’t just clean rivers they reshape the future.

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