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Lifestyle for Environment
Lifestyle for Environment

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At the 2021 UN Climate Change Conference (UNFCCC COP26), Hon’ble Prime Minister of India Shri Narendra Modi announced Mission LiFE, to bring individual behaviours at the forefront of the global climate action narrative.


LiFE envisions replacing the prevalent 'use-and-dispose' economy—governed by mindless and destructive consumption—with a circular economy, which would be defined by mindful and deliberate utilization. The Mission intends to nudge individuals to undertake simple acts in their daily lives that can contribute significantly to climate change when embraced across the world.


LiFE plans to leverage the strength of social networks to influence social norms surrounding climate. The Mission plans to create and nurture a global network of individuals, namely ‘Pro-Planet People’ (P3), who will have a shared commitment to adopt and promote environmentally friendly lifestyles. Through the P3 community, the Mission seeks to create an ecosystem that will reinforce and enable environmentally friendly behaviours to be self-sustainable.



Approach of LiFE Campaign


Focus on Individual Behaviours

Make life a mass movement (Jan Andolan) by focusing on behaviours and attitudes of individuals and communities


Co-create Globally

Crowdsource empirical and scalable ideas from the best minds of the world, through top universities, think tanks and international organisations


Leverage Local Cultures

Leverage climate-friendly social norms, beliefs and daily household practices of different cultures worldwide to drive the campaign


Individual Action is the core of Climate Responsibility


The average carbon footprint of a person in India is 0.56 tonnes per year, compared to the global average of 4 tonnes. India's traditional knowledge, social norms and daily household practices strongly positions it to lead the narrative of addressing climate change through individual behaviours, in the form of a mass movement (Jan Andolan), LiFE.


LiFE Global Call for Ideas


In this context, NITI Aayog (Behavioural Insights Unit) and the Ministry of Environment, Forest and Climate Change (MOEFCC), in partnership with the United Nations, World Resources Institute, Centre for Social and Behaviour Change (CSBC) and Bill and Melinda Gates Foundation (BMGF), are inviting ideas from across the world for one of the following, or related, areas:

  1. Behaviour-change solutions aimed at individuals, households and communities to drive climate-friendly behaviours in sectors, including:
    1. Water
    2. Transport
    3. Food
    4. Electricity
    5. Recycle
    6. Reuse
  2. Innovative solutions that promote wider adoption of traditional, climate-friendly practices and/or create livelihood options for communities that may lose their jobs with a shift towards climate-friendly production.
  3. International, national and/or local best practices that can be feasibly scaled-up for driving behaviour change related to climate action.


Authors of the accepted ideas will be invited to present their work during an international conference in India (the details of the conference will be announced at a later stage).


Participants are strongly encouraged to submit empirically informed and measurable ideas that can offer implementable solutions while having the potential to be published in reputed academic journals.

Application Details




Applications Open : 05th June 2022, 12:01 AM IST
Applications Close : 31st December 2022, 11:59 PM IST
Awards : Authors of the top 5 ideas will each be awarded with:
Disclaimer : The award(s) given to the eligible winners are not transferable, redeemable for cash or exchangeable for any other award. If the award cannot be given for any reason, organizing team reserves the right to substitute that award with another award in its sole discretion.
Contact Details


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