Open Call for Lifestyle for the Environment (LIFE) Campaign

NITI Aayog

Relevent Country: India

The 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 areas:

  • Behaviour-change solutions aimed at individuals, households and communities to drive climate-friendly behaviors in sectors, including:
  • Water
  • Transportation
  • food
  • Electricity
  • recycle
  • Reuse

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.

International, national and/or local best practices that can be feasibly scaled-up for driving behavior change related to climate action.

Approach of Life Campaign

  • Focus on Individual Behaviours: Make life a mass movement (Jan Andolan) by focusing on behaviors 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 organizations
  • Leverage Local Cultures: Leverage climate-friendly social norms, beliefs and daily household practices of different cultures worldwide to drive the campaign


Authors of the top 5 ideas will each be awarded with:

  • Ambassador fot LiFE Award at COP 27, hosted by UNFCC.
  • USD 25,000, to test and pilot their ideas(s) in India.
  • Opportunity to in person at the global LiFE Conference in India
  • End to End implementation support from NITI Aayog and MoEFCC to scale ideas
  • 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.


  • 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.