Clean Up Mumbai Campaign

Helping make CLEAN Mumbai Greater Mumbai Cleanliness And Sanitation Byelaws 2006 Municipal Corporation of Greater Mumbai Solid Waste Management Department Clean-Up Mumbai Campaign An MCGM Initiative • Every public space is splattered with paan stains and there is litter on the streets besides the odd pile of debris and garbage. • Mumbai Produces 6500 tons of Garbage per day. • Also produces nearly 2500 tons of construction and demolition (C&D) waste per day. • Municipal Corporation of Greater Mumbai (MCGM) allots 10% of its annual budget for Solid Waste Management i. e. Rs. 1200 crore. Mumbai Facts Byelaws, 2006: have a provision to fine citizens who engage in spitting, littering and other nuisances in public spaces. • Considering the limited human resource, MCGM has taken up an innovative step to authorize private security agencies to fine the defaulters for breaching the bye- laws. • These security agencies will deploy Clean-Up Marshals in the various wards who will patrol 24/7 and fine the offenders. The Bye-laws 2006 MCGM will not pay anything to the security agencies for their services and in turn has agreed to share 50 percent of the fine collected.

Security agencies to deploy Clean-up Marshals in the various wards who will patrol all the 24 wards of the city and enforce the cleanliness bye laws. Thus, the campaign encompasses: 1. provision of additional facilities for cleanliness 2. education and awareness generation 3. enforcement of bye-laws by fining offenders with the help of Clean-up Marshals Salient Features of Campaign • All the clean-up marshals working for implementation of Byelaws will have to wear uniform, as prescribed by the MCGM. • 50% of the fine amount collected in each ward and will go to the respective security agency. The revenue generated out of this, will be spent on Solid Waste Management (SWM) activities. • In order to ensure the effective performance, MCGM has empowered the citizens to do the third party audit of this campaign at ward level. Salient Features of Campaign Fines applicable for breaching the bye-laws range from Rs. 100/- up to Rs. 20,000/- Fines Applicable Fines Collected till 27th Mar. 08 250Rs. 91,86,100/-24310 TOTAL 92 Rs. 36,06,600/- 7850 Trig Guard Force 20 Rs. 5,82,200/- 2851 Vishal Protection Force 40 Rs. 11,61,800/- 5148 Property Guards Services 98 Rs. 38,35,500 /- 8461 Central Investigation

Security Services No. of Marshals Fine collectedNo. of cases fined Security Agency If a person is not able to pay the fine, he/she will have to do community service like sweeping or graffiti cleaning, removal of posters, cleaning of water table, posters on electric boards for at least one hour Community Service United Way Mumbai • Leading professional corporate and employee giving charity • We endeavor to set the highest international standards of due-diligence and governance • Large MNCs /Indian Cos & their employees trust us with their money • To create large scale long term change in the area of hildren and education, women empowerment and civic issues • Gold Standard for Assessing NGOs Managing DirectorA. T. KearneyVivek Gupta Vice Chairman Managing DirectorJP Morgan Chase BankDominic Price Advisors PartnerAZB & PartnersZia Mody CEOPrincipal Asset MgmtRajan Ghotgalkar PrincipalH. R. CollegeIndu Shahani ChairmanJasubhai GroupJasubhai Shah CEOCitigroupSanjay Nayar Country ManagerErnst & YoungRajiv Memani Country HeadAIGSunil Mehta ChairmanMahindra & MahindraKeshub Mahindra Members Managing DirectorLeo MattelSanjay Luthra Treasurer Country Head Designation Hunt Partners India Corporate / Institution Sunit Mehra

Office-bearer Chairman Office Held United Way Mumbai • Mumbai helpline is an initiative of United Way to address key civic issues of Mumbai city by providing a platform for various stakeholders to come together and undertake projects aimed at the betterment of the city. Some of the project includes Corporate Ward Adoption Adopt a Garden Adopt a Train Station Slum Adoption Solid Waste Management Mumbai Helpline • Mumbai Helpline has been allotted the task of facilitating the audit of the campaign at the ward level Need to mobilize local Advanced Locality Managements/ Citizens’ Groups and NGOs. This also entails efforts to facilitate nteraction between the citizens’ groups / NGOs, the Security Agencies and the Clean-Up Marshals as well as ward officials of MCGM. Auditors- United Way Mumbai UNITED WAY Mumbai’s Role In The Campaign CORPORATE Municipal Ward Offices Citizens group Security Agency/ Clean UP Marshals Advanced Locality Management groups College Students CLEAN UP MUMBAI MCGM UNI T E D WAY UNI T E D WAY UNI T E D WAY UNITED WAY UNITED WAY UNI T E D WAY Building the bridges and cementing the same • To Facilitate the audit of the campaign at the ward level by mobilizing local Advanced Locality Managements/ Citizens’ Groups and the NGOs. To facilitate interaction between the citizens’ groups /NGOs, the Security Agencies and the ward officials of MCGM. cleanupmumbai@gmail. com • To work towards assessing the need for infrastructure in the city and facilitate provision of the same with the support of Municipal Corporation and some corporate partners. Auditor’s Role Indicators for Audit: • Actual number of Clean-Up Marshals deployed in the ward. • Total amount of time that these clean-up marshals are patrolling in the ward. • Reduction of chronic spots in your ward. • Observation of these spots if they are eliminated radually as a result of actions taken by the Clean-up Marshals. • Overall improvement in the state of cleanliness in the ward as result of implementation of this campaign. • Any other valuable suggestions and feedback for better implementation of the campaign. Auditor’s Role • MCGM invites all the NGOs working on cleanliness and related issues in Mumbai city to come forward and register with this campaign expressing your support. • The campaign encourages public-private partnership so as to ensure the effective performance of the campaign at ward level. • MCGM has empowered all the ALMs, other citizens’ groups and the NGOs to do the hird party audit of the campaign in their respective wards. NGOs & Citizens have a role to play • Adopt selective wards – Accompany Clean-Up Marshals while patrolling in fields – Educate the citizens in the ward about bye-laws – Facilitate regular reporting – Identify and monitor chronic spots within the ward • Education & Awareness Campaigns at ward level – Schools & Colleges in the ward – Residential Complexes & Shops – Encourage citizens to support Clean-Up Marshals and do the Third Party Audit – Encourage Schools/ Colleges, NGOs & Corporates to register with the campaign on website: www. cleanmumbaicity. org

Support from Citizens & Volunteers Clean-Up Warning Cards • Over 1700 college youths attended “Clean Within & Clean Outside” workshop with World Alliance for Youth Empowerment. • Over 1800 youths committed to volunteer for the Clean-Up Mumbai and got Clan-Up Warning cards. Youth for Change Blow the Whistle Campaign • Sheriff of Mumbai extended support by launching Sheriff’s Whistle to stop the wrong acts. • Over 250 youths associated with Rotaract Club, enthusiastically participated and committed to warn & stop by blowing whistle at people dirtying the city. Youth for Change Security Agencies & Wards Allotted

D, H/E, H/W, K/E, K/W, N, S & TM/s. Trig Guard Force Ltd. P/S & P/NM/s. Vishal Protection Force A & C M/s. Property Guards Security Services Pvt. Ltd. B, E, G/S, G/N, R/S, R/C, R/N, F/S, F/N, M/W M/s. Central Investigation & Security Services Ltd. Wards Allotted Agency ATTENTION !!! Marshals @ Work Getting Results • Inviting corporates to be the lead sponsor of “Clean-Up Mumbai” • Helping build the bridge and cement the same with over 10000 volunteers from Colleges, NGOs and Concerned Citizens • Sponsorship of Mumbai Helpline’s Auditors’ Team of 6 persons • Auditors will provide training & capacity building to security gencies & Clean-Up Marshals • Auditors will help build linkages between Marshals, ALMs, NGOs, Citizens Calling Corporates Sponsor • A unique Public-Private-Civil Society Partnership under Clean-Up Mumbai campaign • Support setting up of the Secretariat for Clean-Up Mumbai campaign Calling Corporates Sponsor Branding opportunities through the various media – dependent on MCGM’s permission Calling Corporates Sponsor Publicity on such Hoardings • Logo of the corporate sponsor will be carried out in all collaterals created by United Way under the program as part of Third Party Audit. • Such as around 1000 osters to be put up at strategic & high visibility places and other collaterals such as 5000 stickers, 500 Banners etc Calling Corporates Sponsor Logos on Posters LOGO OF YOUR CORPORATE Calling Corporates Sponsor Calling Corporates Sponsor Calling Corporates Sponsor • Campaign covers over 16 million population • Branding opportunities on website- www. cleanmumbaicity. org • Branding on collaterals produced during the campaign • Acknowledgements in press releases & reports • Branding on Clean-Up ID cards for volunteers EXAMPLES OF THE PUBLICITY RECEIVED FOR THE CAMPAIGN Calling Corporates Sponsor

Hindustan Times 21st April 2008 Hindustan Times 19th April Hindustan Times 16th April •Getting Down & Dirty Deepavenkatraman Posted online: Monday, April 07, 2008 at 0114 hrs Print Email The best way to dream of a clean city is to pick up a broom and get down to business—that’s the thumb-rule for these youngsters of the World Alliance for Youth Empowerment Related Stories The power to do anythingA Local, A LifelineSnapped UpFlower PowerMaking A Song and Dance Of I t Ad Links New I ndian Express Newspapers Magazines La Times Neither the scorching April sun nor the stink and dirt can deter these youngsters, they have proven.

For the past four Sundays now, hundreds of youngsters associated with the World Alliance for Youth Empowerment (a registered NGO under the aegis of the Art of Living movement) have rolled up their sleeves and got down to business cleaning up various parts of the city. So, don’t be surprised if you spot one such group the following Sunday, wielding brooms and mops, sweeping with gusto. The campaign — Clean Mumbai I nside Outside of WAYE — is supported by the Brihanmumbai Municipal Corporation and a non- governmental organization called United Way. Led by teachers of the Art of Living Youth Empowerment and Skill Workshop Plus course, he campaign is currently being carried out in Chembur (Ghatla Road), Andheri (Gandhi Lane and J ijamata RoadRPT ), Mulund (Sant Ramdas Road), Malad (Film City Road), Worli (Agar Bazar), Goregaon and Bandra (Garden Lane, Malpa Dongri Road, off J ija Mata Road) and Ghatkopar. Shilpa Sabbarwal, Mumbai coordinator of WAYE, says: “We not only want to create awareness and but also wish every resident to strongly feel that it is their duty to keep the surroundings clean and green. ” Every drop makes an ocean that is what these enthusiastic bunch of children believe. They are confident in achieving their objective.

Radhika Chandle (19), a resident of Chembur, says: “The local residents came forward to sweep the road and segregate the garbage into wet and dry piles. ” As they go along, help and initiative come from unexpected quarters, they find. A vada pav vendor on Ghatla Road not only helped in sweeping but also distributed goodies to the tireless teens. Murlidhar Patil, a grocery shop owner, said: “Their activity has opened my eyes too. Now, I take extra effort to tell my customers to put rubbish in dustbins kept outside the shops or in the public dustbin on our road. ” But the project’s focus is not restricted to cleaning a stretch of road.

I n some areas like Mulund, work has begun to transform areas that have turned into eyesores over the years. Anjana, the coordinator for the Mulund area, says: “The local bodies have accepted the proposal. After the area is fully cleaned, the first step is to develop a lawn and then beautify it with small rocks, flower beds and lastly put a bench for people to sit. ” United Way has also handed out “warning cards” so that anybody caught spitting or littering is politely reprimanded. Occasionally, if people refuse to follow the rules, the civic marshals are quickly summoned, to levy a fine.

Kunal Kulkarni (19), a hotel management student residing at Andheri, says: “Some vegetable vendors in Vile Parle market who refused to stop throwing vegetable peels alongside the road were fined. Once, when I warned somebody, he became so furious that he was about to beat me up. Luckily the marshals came to my rescue immediately. ” Nudging the average Mumbaiite’s civic consciousness is Step One. The next step is to make the city greener. Sabarwal says, “We have plans of talking to the Advanced Locality Management groups and secretaries of societies to set up vermiculture projects and terrace gardens.

Gradually, in the course of time, we will move on to rain water harvesting and other green initiatives. ” deepa. venkatraman@expressindia. com Calling Corporates Sponsor Come Join Hands… •Cleaning Sant Ramdas Road, Mulund (East -T Ward Feb–Mar 2008 • Volunteer s Sonesh Dedhia: Anjana, Tanvi, Manoj, Jigar, Bhakti, Chintan met Mr. Bhatt (A. E. (T ward) • Small plot belonging to Vaishali Society became a dumping ground for all the society’s and shops around. we found Disposable Syringes, Medicines and Cotton Swabs being dumped. • Request the BMC to take necessary action and also help us to convert • the plot into a garden Working with Mr. Bhat, Asst Eng – the BMC • Is really co-operating with us in planning the • Clean-up of the area. Achievements of WAYE YOUTH Campaign Achievements of WAYE YOUTH Campaign Calling Corporates Sponsor Calling Corporates Sponsor Near Dindoshi Bus Depot where the two BMC garbage bins most of the garbage had spilled out onto the roads Everybody began sweeping and depositing the collected garbage into the bins. The olive green BMC clean-up van turned up and was the staff amused and amazed to see this new sight and were happy to load the garbage into the van We visited each Shop keeper, Hawkers and

Venders in the area telling them about the Clean up Campaign and requesting them to provide trash cans outside their shops ‘P-South Ward. Area: Goregaon East – Road in Front of Vasant Valley Complex Behind Dindoshi Bus Depot, Off. : Film city Road. Supporting Clean-Up Mumbai campaign gives scope to corporate actively propagate that, WE CARE FOR THE CITY!!! Treat Mumbai City As Your Home “Never doubt that a small group of thoughtful committed citizens can change the world, indeed it is the only thing that ever has. ” – Margaret Mead Capacity Building Ensure Infrastructure Community Participation