Thinking for a cleaner and greener tomorrow

By A. Jafri
Tue, 09, 19

Fortunately, there are groups and organisations that are working towards making Pakistan cleaner and greener....


The environment around us is an essential part of our survival. The name of our country literally translates to ‘land of the pure’, yet we struggle with cleanliness and hygiene even after 73 years of independence. Especially, in an era where industries are flourishing, keeping our environment clean is a very important part of our lives in these days. It is important to focus on this as we have to make sure that the environment is preserved for future generations.

Fortunately, there are groups and organisations that are working towards making Pakistan cleaner and greener. One such initiative is ‘Hoga Saaf Pakistan’, powered by Dettol. Reckitt Benckiser (RB), has taken the responsibility to support the government’s ‘Clean and Green Pakistan’ initiative with ‘Hoga Saaf Pakistan’. It has been making many efforts via various platforms and partnerships to bring this issue under the spotlight, encouraging the citizens to take ownership of their own surroundings and show more responsibility towards their country. Recently, the initiative brought together key opinion leaders and influencers in a think-tank. They gathered under one roof to discuss how essential it is in the current day and age to address the issue on cleanliness, and brainstorm ideas for viable solutions to bring a significant change in it.

People invited to the think-tank included personalities like RB CEO Fahad Ashraf, RB Director Marketing Humayun Farooq, and CEO of Walnut Communications Samra Muslim. Also prominent journalists such as Aafia Salam, Yusra Askari, Zofeen Ebrahim and Khursheed Hyder, Human Rights Activist Jibran Nasir, Maalik Khaskhely, Executive Director of the School of Leadership, screenwriter Asma Nabeel, Sakina Tahir, Assistant Marketing Manager of City School and the Manager Marketing and Communications at Beaconhouse Group, Rehan Wajih were in attendance. Each individual gave their personal insights as per their experience and expertise. They also highlighted how their field of work can be used to further amplify this purpose and save our country from the epidemic of pollution and diseases The discussion was a fruitful effort where within their professional capacity, everyone put forward myriad ideas to attain the objective of a clean and green Pakistan and pledged to support this mission.

The vision of this initiative is bigger than just a basic corporate approach - it includes creating a substantial difference that is notable and measurable many years down the lane. It is a movement aimed not just to educate the citizens of Pakistan on the consequences of the current situation of cleanliness, but also to change the deeply rooted behavioural patterns in our society. It particularly involves people of all ages especially children to bring about a more effective difference. The fact that we have never considered cleanliness and hygiene to be an integral part of our society is daunting. We live in a culture where throwing trash out of the window and spitting out remnants of paan on the footpath without a thought is a common practice. Along with overflowing dumpster sites leading to subsequent outbreak of diseases affect every individual. So, this think-tank has been the need of the hour.

This think-tank is an example for many other organisations and influential groups of people to follow this suit. They must use their powerful platforms to bring together leaders to highlight and remedy the current crisis at hand.

— A. Jafri