Global Cool » What has the IIFA Weekend got to do with Global Warming?

What has the IIFA Weekend got to do with Global Warming?

April 26, 2007 at 5:09 pm

India is one of the fastest growing economies in the world with its GDP rising rapidly at around 8% per year. This economic upturn means that there are now an estimated 100 million people in India living lifestyles not dissimilar to those enjoyed in the West.

However, such unprecedented growth has an environmental impact and this is already being felt across India through increased droughts, floods and cyclones.

Wind Turbine A recent poll conducted by The Chicago Council on Global Affairs and worldpublicopinion.org, found that only 49% of Indians support immediate action on climate change, with nearly one quarter of those polled actually opposed to taking steps if it were to affect the burgeoning economy. But if the overwhelming scientific evidence is correct, then India will be one of the first countries to experience firsthand the brutal effects of climate change – especially the two-thirds of the population dependent on nature for their livelihood.

Owing to this low-level of support for immediate action (nearly half that of fellow emerging economy, China) and the high-risk environment in which India sits, mass communication of essential energy reduction messages is the greatest tool mankind has at its disposal. And with a global reach of 500 million viewers, the IIFAs are a pretty good platform from which to start communicating.

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