Having implemented several environment related projects, a recurring observation was made that environmental consciousness was lacking even in the most educated/literate persons. An environmental literacy drive was thought to be initiated to raise a collective consciousness - An Environmental Literacy Programme (EELP) was launched, in December 1991, with the support & collaboration of educational institutions. Students of these institutions volunteered to work as Environmental Service Volunteers (ESVs) - as a consequence, 10,000 ESVs were made & more than a lakh people were educated.

The stupendous task of bringing environmental awareness to the cross-section of the society was conceived on the basis of a common principle that "if a wave can behave like a particle then why not the particle behave like a wave". This gigantic task of educating the masses can be best undertaken by involving the youths and children, for which massive resource commitment and administrative support are prerequisites. The Rajiv Gandhi Foundation sponsored this mass base activity popularly known as "Rajiv Gandhi Environmental Literacy Drive" (RGELD). The programme was initially planned to be experimented on 'Pilot Scale' at Lucknow with the following mandate:
 

• To raise 1800 Environmental Service Volunteers (ESVs) from various educational institutions of the city and rural areas, in batches of 50 each from 36 Schools / Colleges, by imparting in-house training of 8 days, to each batch, to upgrade their environmental skills, both practically and theoretically.
• To involve these ESVs in the monitoring of environmental pollution and educating the masses through cascading to a minimum of twenty.

This novel programme of environmental education is supported through the specially designed & developed "Mobile Environmental Van" equipped with the state-of-art facilities to monitor air, water, soil, and food pollutants including radiations. The van was presented by Hon'ble Ms. Sonia Gandhi, Chairperson, Rajiv Gandhi Foundation, in an impressive ceremony at 10, Janpath, New Delhi, on 17^th Nov., 1993. Science then over 1000 ESVs have been raised under the programme, covering 20 batches.

Year 1994

A public rally was organized on the World Environment Day (5^th June, 1994). It was flagged off by the veteran leader and former Chief Minister of  U.P. Shri N. D. Tiwari, who is also a great environment enthusiast. The participants in the rally were children and youth, trained as ESVs, from various institutions and from neighbouring villages. The significant part of this activity may be drawn from the underlying fact that inspite of the scorching heat, people from all walks of life joined in sufficient numbers to register their support to the cause. Ironically, a number of cultural & social organizations of Luck now extended their moral support to this maiden environmental venture viz. IPTA, TURA, AIWC, International Brahm Kumaries, SEWA etc.

The "Rajiv Gandhi Environmental Literacy Drive" under the sponsorship of Rajiv Gandhi Foundation launched a Clean City Drive to celebrate the 50th Birth Anniversary of Shri Rajiv Gandhi which was inaugurated by the Forest Minister of U.P. Shri Bhagwati Singh, on 20th of August'94 at 9.00 a.m. at Khadra (Sitapur Road) Lucknow. Dr. M.C. Saxena, the coordinator of the drive, stressed on the need for environmental conservation and resolved to clean the filth of city as per the Filth Map developed by the volunteers of the foundation. He sought the cooperation of all the sections of the society in maintaining the cleanliness in the city for better and healthy environment, which would be the best tribute to the departed leader. The Hon'ble Minister addressing to the public stressed upon the community participation in environmental endeavours. He stated that it was the duty of every citizen to help in maintaining clean surroundings and proper disposal of filth & garbage so as to prevent the proliferation of pathogenic organisms. He asked the women of the society to initiate the tree plantation drives in every home/locality. The tree plantation drive in the garbage strewn areas of the city was initiated by the Hon'ble minister planting a sapling at Khadra.

The programme was followed by a "Goodwill Run" (Sadbhavna daud) which saw the participation of all the Environmetal Service Volunteers trained under the Rajiv Gandhi Environmental Literacy Drive and more than 10,000 students from different institutions of the city, namely, Army School, Kendriya Vidyalaya, Rani Laxmi Bai Memorial School etc. The run started from G.P.O. park and ended at Shahid Smarak where the children took the pledge to fulfil the cherished dreams of Late Shri. Rajiv Gandhi.