ITANAGAR : The Youth Mission for Clean River (YMCR), in collaboration with the Abralow Memorial Multipurpose Society (AMMS) and with support from the Itanagar Smart City Development Corporation Ltd. (ISCDCL), conducted a door-to-door Information, Education and Communication (IEC) campaign across several localities of the capital on Monday to promote responsible waste management.

The awareness drive covered Industrial Colony, Chandranagar, IG Park Colony and Niti Vihar Tin Ali, with volunteers reaching nearly 200 households to sensitise residents on waste segregation, the dangers of river pollution and scientific methods of waste disposal.

Volunteers distributed awareness materials and demonstrated simple techniques for segregating biodegradable and non-biodegradable waste at source. The campaign also highlighted the harmful impact of indiscriminate dumping of waste into rivers and drains, which continues to threaten the water quality of the Itanagar river system and the surrounding ecosystem.

Speaking on the occasion, YMCR Vice Chairman Keyom Doni said clean rivers begin with responsible practices at the household level.

“Clean rivers begin with clean habits at home. This campaign is not just about collecting waste responsibly; it is about instilling a sense of ownership among citizens towards their environment. We urge every household to treat waste segregation as a daily discipline rather than an occasional exercise, so that our rivers and public spaces remain free from pollution for generations to come,” he said.

Doni observed that grassroots awareness initiatives are essential for a rapidly urbanising city like Itanagar, where unsegregated waste and indiscriminate dumping have placed increasing pressure on municipal waste management systems and contributed to the degradation of local water bodies.