Pollution abatement of rivers under National River Conservation Programme has been suitably addressed by the involvement of public to make it sustainable. Under this activity, a number of Shivirs, Padyatras, Shramdans, Exhibitions and Ghat cleaning campaigns have been organized in different towns along the Ganga. Several thousands of people took part in these programmes. School children have also been involved in the monitoring of river water quality through specially designed testing kits. In short, the programme aims at changing the attitudes of the masses by direct persuation and motivation. As a result, we have noticed a positive response. It is felt that more concerted efforts are to be made with the help of non-government organizations and voluntary agencies who are believed to have better rapport with masses and could help in bringing the desired attitudinal changes among the people.
To enlist the participation of the people, the Ministry is formulating a comprehensive communication strategy. A Communication Advisory Committee, comprising of the officials of the Ministry of Environment & Forests and invitee of DAVP (Ministry of Information and Broadcasting), has been set up to identify the communication requirements of the River Action Plan, target groups to be addressed and to decide on appropriate media to be used for generating the awareness.