River Cleanup

The Challenge

Our mission was to create awareness in press and on social media for activities organized by River Cleanup. Using the hero moments of World Ocean Day and World Clean up Day, we focussed on the period between June and October 2019. Their ambition is to organize clean ups at river banks, because 80% of the waste in our oceans originates from rivers.


  • To be the sustainable headliner on World Cleanup Day
  • Get high quality press and television presence on the important clean-ups

The Work

We made a strategic timeline for River Cleanup with an integrated approach. We divided the timeline in 3 waves. The first focused on the concept and story behind, the second on getting ready for World Cleanup Day and the last wave on the actual event and follow-up. For these waves we wrote newsletters, actively pitched relevant media, invited press and influencers to the actual cleanup events and carefully screened interview opportunities.

The Result

In a publication timeframe of only 4 months we obtained an impactful press outcome; from short articles, over in-depth interviews and announcements, to television reports and radio coverage, to full page newspaper presence.

The numbers

  • Opportunities to see: 9.271.972
  • Number of publications: 77
  • Total media value: €1.070.836