C BEACH CAMPAIGN Year: 2012 - 13gujenvis.nic.in/GEC stories/Clean the Beach Campaign.pdfsensitive area in the CRZ notification 2011. The beaches are harbouring variety of biodiversity
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“Clean BEACH CAMPAIGN”
Year: 2012 - 13
Gujarat Ecology Commission
Gandhinagar
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1. Background
Gujarat State is having the largest coastline in India majoring about 1600 k.m. This
coastline harbours variety of natural heritage and coastal natural health. Gujarat is
basically a maritime sector endowed with 1650 k.m long coastline (Over 21% of the
Indian coastline of 7517 km), which makes it strategically serving as natural gateway to
India. The coastline of Gujarat has two indentations, the Gulf of Kachchh and Gulf of
Khambhat covering about 60% of the state coastline.
Beach is one of the important ecological habitats which is also identified as ecological
sensitive area in the CRZ notification 2011. The beaches are harbouring variety of
biodiversity as well as provide the ground to nurture entire ecosystem.
Thus Gujarat coast provides ample scope to develop beach/coast based tourism. As
pert the recent survey conducted by TCGL in the tourism tread fair it was found that
Indian tourist love to travel on domestic destination than the flying outside the country
with an average spending of Rs. 18,000.00.
Considering importance of coastal area as one of the hottest destinies for the tourist the
State Government of Gujarat had earmarked 350 crores for the development of
infrastructure over the identified locations of coastal areas. Recently GUJTOP [A Joint
Venture of TCGL and IL & FS] had developed potential 20 Beaches [Tithal [Valsad],
Dandi [Navasari, Gogha, katpar, Madhavpur, Miyani, Odedar, [Porbandar]
Pingleshwar [Kachchh], Poshitra, Sarkeshwar, Shivarajpur, [Amereli] etc] to
develop it as one of the tourism destiny. Which clearly shows that this type of
development will be increasing pressure over the coastal beaches of the State.
2. Probable Impacts over Coastal Beaches.
The land and coast based manmade activities are the main sources to leading the
destruction/pollution of the marine ecosystem. Following are the major reasons for the
destruction of marine ecosystem due to land base activities.
Urban sprawl and habitat loss from construction and tourist pressures
Solid waste and sewage discharge; chemical effluents due to tourism and other
land based activities
Coral bleaching
Coastal erosion, beach loss
Sea-level rise; extreme wave events
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Manmade activities like use of plastic/solid waste depositing/unused food etc
3. Rational of the Clean Beach Campaign.
Recently, MoEF had issued new Coastal Regulation Zone notification 2011 with a
mandate for conservation of coastal resource. Under this notification beaches and
sand dunes are covered as ecological sensitive area and under NO DEVELOPMENT
ZONE therefore it is essential to make aware the people/tourist who visits the
beaches about the CRZ notification and its implications through proper way
Due to tourism and other manmade activities such as pollution through uses of
plastics, sanitation issues, and illegal constructions beaches are facing several
threats therefore it is also necessary to awake nearby populations and other
stakeholders about the importance of beaches and its sustainable uses
It is also necessary to make aware about the do and do not at the beaches to the
traveller and other public who visits the beaches for recreational purposes.
Beach conservation in the State requires joint efforts therefore it is essential to
create an effective impact over the various stake holders to join hands in its
conservation by way of an appropriate communication means.
4. Clean Beach Campaign – 2012 – 13.
Considering the importance of beaches and requirement to initiate the campaign to
generate mass awareness among the all stakeholders, Forest & Environment
Department, Government of Gujarat has approved the project on clean beach campaign
over the coastline of Gujarat with total outlay of Rs. 37.50 lac. Main aim of the project is
to establish new initiatives towards awareness creation among the local stakeholders
on the importance of beach cleanliness to maintain its aesthetic value. The Forests &
Environment Department, Government of Gujarat and Gujarat Ecology Commission
have taken measures to reduce ecological and anthropogenic threats to coastal
environment. ‘Clean Beach Campaign’ comprises of various action oriented programmes
and awareness activities like a cleanliness drive, displaying hoardings over the beaches
with effective messages, distribution of leaflets etc by involving visitors/tourists, NGOs,
eco-clubs, schools etc. Objective of this campaign are as following:
Promote the importance of having clean, healthy and well-managed beaches.
Improve the living environment of Gujarat coast through greater public
awareness towards beach cleanliness.
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Develop beach/coast based tourism activities
Conserve and preserve marine life
Engage in activities to remove litter on beaches
Identify the source of the debris and initiate activities/campaign to bring
behaviour changes
To achieve the objectives, GEC team identified and surveyed 20 potential beaches along
the Gujarat Coast namely; Umargaon, Nargol, Tithal (Valsad), Dandi (Navsari),
Ubharat, Kuda, Koliya, Zanjhmer, Gopnath, Mahua, Madhavpur, Porbandar,
Mandavi (Kutch), Shivrajpur, Dwarka, Beyt-Dwarka, Somnath, Narara, Harshad,
Veraval and Ahmedpur (Mandavi).
Fig. 1 - Beaches of Gujarat
Based on survey, GEC published comprehensive report namely “Coastline of Gujarat”
gives a holistic view of 20 beaches of Gujarat. It includes information regarding
administrative details, history, social angle and livelihood activities, presence of flora
and fauna, its potential to become a notable tourist destination, anthropogenic and
natural threats, responses, recommended management practices and key output of the
consultation. Based on the report, GEC selected 6 major beaches for conducting Clean
Beach Campaign as shown in below table.
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Sr. No. Beach Selected for Campaign District 1 Tithal Valsad 2 Ubharat Surat 3 Porbandar Porbandar 4 Dwarka Jamnagar 5 Somnath Veraval 6 Mandavi Kutch
2. Campaign included:
Cleanliness Drive through involvement of eco-clubs, NGOs, local vendors,
National Social Service etc.
Hoardings and Display Boards: GEC put up hoardings at all the 20 surveyed
beaches having messages of Do’s and Dont’s. Size of the hoarding is 15 ft x 8 ft.
Total cost of contract for displaying hoardings was Rs.10.97 lacs.
Hoardings and Display Boards
Hoardings at Gopnath in Mahuva block Hoardings at Devbhumi Dwarika
Hoadings at Dandi - Navsari
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Do’s Don’ts
Put all the waste in the dustbin.
Avoid using plastics, as it is non – biodegradable and causes pollution. Instead use materials like clay, paper, cloth etc.
Carry bags to put the trash Avoid feeding marine creatures; your food may harm them.
Carry drinking water along, save your money and help reduce literacy.
Dumping waste on the beach or in the Sea.
It is home to a variety of marine flora and fauna.
Offerings made to God should be at the place of worship not at the beach or in the Sea.
Walk an inch more but make sure you find a dustbin for dumping
Make use of “Pay and Use” facilities.
Distribution of T-shirts for promoting the campaign: Total 1000 nos of T-
shirts prepared for promoting the campaign and distributes among the
participants who took part in the campaign. Total cost of the contract for T-shirt
was Rs. 3,24,000/-.
Dissemination of leaflets/posters/brochures: GEC has prepared and
distributed 10,000 leaflets to all possible stakeholders.
3. Mascot of ‘Clean Beach Campaign’.
It is chosen as the mascot for ‘Clean Beach Campaign’ as our beaches have to be
preserved, and catered to just like the Green Sea Turtles. Green Sea Turtle is listed as an
endangered species, and hence, is an asset to the beaches of Gujarat. Mascot was reviled
by the then Minister, Forests & Environment Department, Shri Mangubhai Patel in
Tithal, Valsad on 16th September, 2012.
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4. About the Campaign:
To promote the Campaign and to run the campaign at least for the 3 to 4 months after
lunching, GEC undertook all the campaigns in association with local partners for
ensuring the involvement of local stakeholders, colleges and local civic authorities.
Motive of the campaign is to in still a sense of keeping the beaches clean. Details of the
campaign are as follow:
TITHAL - VALSAD
The first campaign was launched on 16th September, 2012 by the then Minister, Forests
& Environment Department,
Shri Mangubhai Patel in Tithal,
Valsad in association with the
local level NGO namely Shree
Mahima Gram Vikas Sansthan,
Shree Swaminarayan Temple,
Tithal and Tithal Gram
Panchayat. Local
stakeholders, vendors, school
and college students,
Panchayat members, Saints of
the Swaminarayan Temple etc.
were presented during the campaign. The Minister explained the importance about the
beach cleanliness and need of conservation of the beauty of beach. All were involved in
cleanliness drive at the beach. Students and local stakeholders were very actively
participated in this campaign.
Leaflets of Clean the Beach Campaign
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Comprehensive Report on Coastline of Gujarat
Mascot of ‘Clean the BEACH Campaign’
Dustbin Dristibution to Local Vendor
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Cleanliness Drive on the Beach Area
Dustbin Dristibution to Local Vendor
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MANDAVI - KACHCHH
Forest & Environment Minister, Government of Gujarat, Shri. Govind Bhai Patel
launched the campaign at Mandavi in Kachchh District on 29th March, 2012. The
campaign was organized in association with the Kutch Forest Division. More than 250
students, local beach vendors, staff of the forest division, local level nature clubs,
Mandavi Nagar Palika were actively involved in this campaign. Activities like Cycle
Rally, plantation drive, cleanliness drive, distribution of leaflets, T-Shrits and caps for
the participants, putting down 10 big dust bins at the beach and distribution of 30 small
dust bins among the beach vendors had carried out during the campaign.
Cycle Rally to create Awareness
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Inaugural by Shri Govindbhai Patel, Hon. Minister
Dustbin Distribution
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PORBANDAR
Hon. Minister of Water Resources, Agriculture, livestock, Fisheries, Government of
Gujarat, Shri Babubhai Bokhariya launched the campaign at Porbandar on 30th March,
2012 in association with the Botany Department, M.D. Science College, Porbandar.
During the campaign, more than 500 students, cleaners of Nagar Palika, Nature clubs
members, College Staff etc were participated. Activities like distribution of leaflets, Rally
with displaying messages, distribution on more than 10,000 leaflets along with the
newspaper (Copy of the leaf late is enclosed herewith), distribution of more than 2500
broachers among the visitors and local people, distribution of T-shirts among
participants, Cleanliness drive in association with the students, coast guards, cleaners of
Porbandar Nagar Palika and press releases in local newspapers had been carried out.
This campaign runs for 6 months after the launch. All the participants and local
stakeholders involved enthusiastically and successfully ran the campaign.
Tree Plantation by Smt. Poonamben Jaat, Member of Parliament, Kachchh district.
Inaugural by Shri Babubhai Bokhiriya, Hon. Minister
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Leaflet Distribution
Rally to Create Awareness
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UBHARAT - NAVSARI
GEC conducted campaign in association with the Ubharat Gram Panchayat on 20th April,
2013. Gram Panchayat constituted a local level committee for maintaining and looking
after the beach. During the campaign, activities like distribution of 40 dust bins among
vendors, distributions of leaflets, cleanliness drive along with local stake holders,
visitor, and members of Gram Panchayat had been carried out.
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SOMNATH - VERAVAL
GEC launched the campaign in association with the Somanath Temple Trust on 26th
May, 2013. More than 500 people had been present during the campaign. Managing
Director of Somnath Temple Trust and Dr. A. P. Singh, IFS, Director (I/C), GEC had
launched the campaign at Somnath. Activities like distribution of more than 50 dust bins
among the local vendors, cleanliness drive, T-shirt distribution, distribution of leaflets,
and exhibition on importance of beach conservation.
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DEVBHUMI DWARIKA
Campaign launched in association with the Marine National Park & Sanctuary, Jamnagar
on 21st September,2013. Campaign launched by the Chief Conservator of Forests, MNP
& S and Commanding Officer, Indian Coast Guard. TATA Chemicals LTD.also associated
in the campaign and actively participated. The campaign runs for 3 days at Dwarka,
Beyt-Dwarka, Mithapur and Narara. School students, employees of MNP & S, Employees
of TATA Chemicals LTD, Coast Guards were enthusiastically in cleanliness drive. Drive
conducted at the Ghomati Ghat, Bhadkeshwar Temple, the beach of Dwarka, Narara and
Mithapur beach. Activities like Rally by school students, T-shirt and dust bins
distributions among vendors and school students, distributions of leaflets had been
conducted.
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Campaign ran for 3 to 4 months at all the places in association with the local level
partners and they all have been successfully completed the campaign.
5. Funds allotted to the local level partners by GEC:
GEC received Rs.37.50 lac under the State budget- 2012-13 for conducting Clean Beach
Campaign along the Gujarat Coast. Out of Rs. 37.50 lacs. GEC has allotted funds to the
local level partners for organizing the campaign on running the campaign. Details of the
funds allotted to the partners are as follow:
Sr. No. Name of the local Partner Amount in Rs.
1 Gram Panchayat – Tithal & Shree Mahima Gram Vikas Sansthan
2,50,000.00
2 Kutch Forest Division 5,00,000.00 3 M. D. Science College, Porbandar 4,75,000.00 4 Ubharat Gram Panchayat, Ubharat 3,00,000.00 5 Somnath Temple Trust, Somnath 1,00,400.00 6 Marine National Park & Sanctuary, Jamnagar 3,00,000.00
Total 16,25,400.00
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6. Establishment of Institutional Mechanism:
The suitable institutional mechanism has been also been established at each place. In Ubhrat the
Gram Panchayat has formed the sub-committee [this committee is having members from
Panchayat, vendors etc] for beach management, they are collecting the entry fees and from the
income the vendor is being cleaning the beach. Similarly at Porbandar the Science collage is
partner they have collaborated with Municipality, District revenue office and Forest Department
to carry forward this activity on regular basis. At Mandavi the forest department has tied up
with Municipality for taking up these activities further. At Somnath the Temple Trust itself with
the help of their own employee and other voluntary and Government organization are taking
forward this initiative. At Dwarika Marine National Park & Sanctuary with the help of Tata
Chemical, Dwarika Temple Trust and Dwarika Municipality and other voluntary organisation
taking up this initiative further.
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