Islamabad 3rd March 2010: UNDP Pakistan in collaboration with Ministry of Environment today launched two Public Service Announcements (PSAs) on water conservation and climate change. The first of its kind animated songs are an effort to reach out to the youth in order to engage and motivate them in efforts to conserve water and help mitigate the negative impacts of climate change in Pakistan.
Keeping in view this target audience, the PSAs are in English and Urdu and rendered by leading artists; Hadiqa Kiyani, Ali Noor and Ali Hamza (Noori) and Farooq Ahmad (Aaroh). They represent hope with the artists being the catalysts for change as the scenes transition from desolation to life and color. A large number of youth from various universities was present at the ceremony. 
The Launch was attended by Mr. Hameedullah Jan Afridi, Federal Minister for Environment, Mr. Toshihiro Tanaka, Country Director, UNDP, Shahid Afridi, Hadiqa Kiyani, and a wide range of partners including media, donors and civil society organizations.
Speaking on the occasion the Minister of Environment stated, ‘Pakistan is using almost all of its water resources today and no more are available. The most powerful accelerant of Pakistan’s water crisis is global warming. We need to work together to address these challenges. I hope that the media and youth will play their roles to help save the environment.
In his address, Mr. Toshihiro Tanaka, Country Director UNDP motivated the youth, ‘The challenges of climate change and water scarcity are complex and global and require collective and sustained effort with each one of us playing our role, both in our individual and institutional capacities. There can be no more excuses for complacency or inaction.’
These PSAs are part of a comprehensive mass awareness campaign under the Mass Awareness for Water Conservation and Development Project which is a joint initiative of UNDP and Ministry of Science and Technology.
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For further information and media assistance, please contact,
Mehreen Saeed, Communication Analyst, Strategic Management Unit, UNDP Pakistan
UN House No. 12, Street 17, F-7/2 Islamabad, Pakistan
Tel: +92-51-8255650 or Email:
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Website: http://www.undp.org.pk
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UNDP is the UN’s global development network, advocating for change and connecting countries to knowledge, experience and resources to help people build a better life. We are on the ground in 166 countries, working with them on their own solutions to global and national development challenges. As they develop local capacity, they draw on the people of UNDP and our wide range of partners.