Concept Note for Communication

Ministry of Environmental Policy

Background
A natural disaster is a major adverse event resulting from natural processes of the Earth. The word
'natural' indicates that humans have not caused the disaster. However, human activity can certainly
interfere with nature, which in turn may either cause a natural disaster or make its effects much worse.
The terrible floods in India's north Himalayan state of Uttarakhand in 2013, which killed more than 1,000
people, left 70,000 stranded for days and destroyed livelihoods, have been officially termed a natural
calamity caused by cloudbursts and unprecedented heavy monsoon rainfall.
However, the true causes of the epic tragedy lie in the grievous damage recently wrought on the
region's ecology by the runaway growth of tourism, unchecked proliferation of roads, hotels, shops and
multistory housing in ecologically fragile areas, and above all mushrooming hydroelectricity dams that
disrupt water balances. These man-made factors turned an extreme weather event into a social
catastrophe.
Similar is the case of Jammu and Kashmir as it battles its worst flood in 100 years. The death toll in
the floods, the worst to have hit the state in the last 60 years, has reached 215, while 82,000 people
have been rescued. Thousands of families are stranded and awaiting help in their homes across the
valley. The districts in South Kashmir districts are the worst hit by the catastrophe, with many areas still
cut off. Over 30% of the capital city Srinagar is under flood waters. More than 10 lakh people are
affected in Jammu division.
Rising temperatures due to global warming are fast creating thousands of glacial lakes across the region.
The growing volume of meltwater is dangerously increasing the risk of sudden glacial lake outburst
floods. As the volume of water increases, so does the pressure on the dams of ice or glacial sediment,
called moraine, which hold the lake in place on the side of the mountain. Once that pressure reaches the
tipping point, heavy rainfall from a sudden cloudburst, a landslide, or an earthquake can breach the
dam, sending a deadly torrent of ice, rock and water down on the people living below.
Heavy and unchecked development has magnified the impact of these tragedies. Several wetlands, lake
and water bodies have been encroached upon by developers over the years, especially low-lying areas,
the full effects of which are being witnessed now.



Project Objective

The primary objective of the campaign is sensitization of local population and tourists towards
environmental issues in the region. This would be done through communication campaign focused at
these groups separately.
There would be various methods used to sensitize people about the environment and the hazards
caused because of the changing lifestyle of the habitants and the increasing commercialization of the
earlier secluded tourist spots. Apart from that, measure to curb the effects of these hazards and
empowering the locals with skills to earn their livelihood through the traditional occupations would also
be communicated.


Process

The role of both the locals and the tourists is paramount in the cause of conserving the ecology. Tourists
need to be educated about the importance of eco sensitive travel. Ecotourism focuses on socially
responsible travel, personal growth, and environmental sustainability. It is intended to offer tourists
insight into the impact of human beings on the environment, and to foster a greater appreciation of our
natural habitats. Responsible ecotourism programs include those that minimize the negative aspects
of conventional tourism on the environment and enhance the cultural integrity of local people. In
addition to evaluating environmental and cultural factors, an integral part of ecotourism is the
promotion of recycling, energy efficiency, water conservation, and creation of economic opportunities
for local communities.
Apart from rising tourism along the mountains one very important feature that has impacted the natural
habitat and surroundings is the rapidly evolving lifestyle of people which has changed the due to
modernization and changes in their livelihood means due to industrialization. The residents need to be
educated about the importance of development of local trade and encouraged to pursue local arts and
crafts as a means of earning. This would not just reduce the harmful impact on nature but would also
help the locals. It is the need for more money that is leading them to deter from the traditional jobs. The
local level produce needs to get the due recognition so that the people get the due that they deserve.
The role of the locals and tourists would have to be inter dependent. The locals would have to be
equipped with knowledge of eco- tourism so that they can fulfil the requirements of the tourists.
Similarly the tourists need to be motivated to make purchases of the local arts and crafts to promote
trade in the region.

Means of Communication

Campaign would be undertaken at multiple levels to voice the message to these separate group of
people.
1. Campaign at a national level would be aimed at sensitizing the tourists regarding their role in
curbing these environmental changes. This would include laying special emphasis on eco-
sensitive tourism.
2. Campaign at a regional level- training and learning programs across the Himalayan region for
the locals. The program would involve training and skill development program to aid the locals
to be able to earn their livelihood. Apart from that it would also educate the locals about the
ways of creating a sustainable environment