KARACHI: DawnMedia has joined hands with Unilever Pakistan as a `knowledge partner` on its climate change initiative, Breathe Pakistan, for a `strategic collaboration aimed at tackling environmental challenges and promoting sustainable practices across Pakistan`.

Breathe Pakistan was launched in October to mobilise citizens to incorporate environmental sustainability into theirdaily lives.

A DawnMedia statement issued on Thursday said, `This agreement sets the stage for impactful initiatives, combining the strengths of both organisations to achieve their collective goals and underscores the shared commitment of both organisations to work together for climate advocacy and ecological preservation.

The campaign was dedicated to raising awareness about the urgent need to address climate change by promoting sustaina-ble practices such as tree plantations, reducing carbon emissions, and conserving natural habitats, the statement said.

`The `Breathe Pakistan` campaign will include a series of initiatives such as plantation drives, public awareness campaigns, and collaborations with local and corporate entities that promote climate responsibility, it added.

DawnMedia`s extensive traditional and digital platforms will play a key role in spreading the message of sustainability andenvironmental stewardship.

Unilever Chairman Amir Paracha called the collaboration `a very heartening step` as both organisations joined hands to fight against adverse effects of climate change, be it in the form of floods or immense smog which has led to high AQI levels observedin Lahore.

`From this platform, Unilever... will create awareness and discuss action plans on how to address these challenging issues at hand,` the statement quoted Mr Paracha as saying.