Thiruvananthapuram Mata Amritanandamayi at Vallikkavu in Kollam, is to launch a cleanliness drive on November 1, to create social awareness about `humanity's debt to earth and nature.' Named `Amala Bharatam Campaign' (ABC), the Math proposed to take up new practical initiatives to clean India, promote health through hygiene and properly dispose waste and make people awre of the need to maintain environmental cleanliness, Math press release here said.