WORLD CLEANUP DAY 15 SEPTEMBER 2018 TOOLKIT

Transcription

1 WORLD CLEANUP DAY 15 SEPTEMBER 2018 TOOLKIT 01

2 PURPOSE OF THIS DOCUMENT This document has been designed by the Let s Do It! World team to support national teams in their activities: to give an overview of the Let s Do It! World movement and to provide ideas, tools and tips on how to organise the World Cleanup Day in your country. To put it in a wider perspective - how to participate in making the world a cleaner, more sustainable, and more responsible place to live. The idea to clean up the whole world in one day is an ambitious goal that, as we believe in Let s Do It! World, can only be achieved by cooperating at a comprehensive level. With this toolkit we want to help both leaders and their teams to build strong local partnerships that would help you to achieve your goals and make your team run smoothly. Compiled on February 2017, in Tallinn Estonia. 02

3 CONTENT Purpose of this document 2 What we do and why? 4 World Cleanup Day 4 Why is it important to act on trash? 5 Who we are 6 Let s Do It! World 8 Growing into a worldwide civic movement 8 Let s Do It Foundation 11 Organising the World Cleanup Day 12 The network of Let s Do It! World 12 What kind of support Let s Do It! World offers? 15 Global partnerships 17 After the World Cleanup day 17 Our values 17 Participating in World Cleanup Day 19 Being a leader 19 Building up a team 23 Creating the action plan 24 Cooperation, partners 26 Finances 27 Waste mapping 28 Volunteer registration and coordination 29 Logistics 30 Public relations and marketing 32 Just before your Cleanup Day 38 03

4 WHAT WE DO AND WHY? WORLD CLEANUP DAY Let s Do It! World is a global civic movement with a mission to connect and empower people and organisations around the world to make our planet waste free. We intend to unite against illegal waste, organising a one day global cleanup on 15 September 2018, bringing together 150 countries for one positive cause a clean world. CONNECT VISUALISE ACT & EDUCATE CHANGE BEHAVIOUR 150 COUNTRIES MILLIONS OF WASTE POINTS IN 1 DAY 15/ TO KEEP IT CLEAN First, we are actively recruiting ambitious leaders willing to run the massive nationwide cleanups. Then, using technology, the best professionals, and our worldwide volunteer base, we will map the world s waste. Our third step will be to clean up the entire world in one, massive cleanup day on September 15th, And finally, we will bring together organisations, experts, and visionaries around the world to create a plan to stop the waste problem once and for all. We can keep our planet clean, but only if we do it together. The Let s Do It! team has produced several videos for international use to promote World Cleanup Day that are accessible in Youtube 04

5 WHAT WE DO AND WHY? WHY IS IT IMPORTANT TO ACT ON TRASH? Getting an exact measurement of how much waste has ended up in nature is difficult. The very fact that nobody knows it is already a problem on its own. What we do know is that out of the 1.3 billion tons of household waste generated per year in the world, only about million tonnes of trash end up in one of the 50 largest dumpsites. Where is the rest of it? It is dumped into rivers, leaks into the oceans, is burnt openly, or left in the streets and the byways of townships and cities. For example every year 8 million tonnes of garbage is added to our oceans, 80% of it from mainland waste. That s like dumping over 112,123 Boeing 737- ER900 airplanes into the ocean each year! EACH YEAR! 8 MILLION TONNES OF GARBAGE 112 BOEING 737 AIRPLANES The problem connected to trash dumped on the streets or in the nature is not just an esthetical one. As trash begins to decompose, harmful chemicals and toxins begin to leak out. First, into the soil, then it spreads into the water and air the very things we all depend on for a healthy life. Dirty drinking water, spreading diseases, red-flag air pollution days these are all related in some ways to the waste we produce. Waste is a worldwide problem. There are countless stories of the negative impacts of trash around the world. In short, we care about trash because we can t afford not to. 05

6 WHO WE ARE LET S DO IT! WORLD IN NUMBERS (IN 2016) 16,5 MLN PEOPLE 113 COUNTRIES TONNES WASTE TOTAL NUMBER OF VOLUNTEERS / TONNES WASTE BY YEAR MLN MLN MLN T T T T T MLN MLN MLN MLN T T T T For the latest and more detailed data check out statistics from our web page 06

7 WHO WE ARE PARTICIPATING CLEANUP COUNTRIES 2008 Estonia, Latvia, Lithuania 2009 Latvia, Lithuania 2010 Slovenia, Romania, Serbia, Latvia, Lithuania, Portugal, India, Estonia, Ukraine 2011 Finland, Serbia, Romania, Latvia, Lithuania, Moldova, Brazil, Bulgaria, Estonia, Ukraine, Russian Federation, Cambodia Sweden, Italy, Bulgaria, Slovenia, Lithuania, Latvia, Romania, Albania, Austria, Moldova, Russian Federation, Kosovo, Brazil, Hungary, Republic of Macedonia, Ukraine, Croatia, Georgia, Bangladesh, Bosnia and Herzegovina, Estonia, Greece, Nepal, The Netherlands, France, Portugal, Canada, Cambodia, Democratic Republic of the Congo, Tunisia, Indonesia, Cyprus, Armenia, Belgium, Azerbaijan, Turkey, Finland, Algeria, Belarus, Senegal, Mongolia, United Kingdom, El Salvador, Saint Lucia, Malta, Germany, Thailand Sweden, Bulgaria, Romania, Albania, Ukraine, Kosovo, Lithuania, Latvia, Brazil, Hungary, Republic of Macedonia, Croatia, Bosnia and Herzegovina, Hong Kong, Estonia, Mexico, Greece, India, Russian Federation, Belgium, Canada, Oman, Turkey, Mongolia, Nepal, The Netherlands, Italy, Colombia, Spain, Luxembourg, Uganda, El Salvador, Lebanon, Armenia Sweden, Slovenia, Serbia, Ukraine, Bulgaria, Romania, Lithuania, Italy, Latvia, Albania, Hungary, Austria, Moldova, Finland, Brazil, Kosovo, Hong Kong, Portugal, Croatia, India, Greece, Czech Republic, Mexico, Estonia, Georgia, Bangladesh, Republic of Macedonia, Philippines, Bosnia and Herzegovina, Russian Federation, Oman, Cyprus, Canada, Belgium, Afghanistan, Switzerland, Belarus, France, Montenegro, Nepal, The Netherlands, Democratic Republic of the Congo, Indonesia, Cambodia, Singapore, Turkey, Tunisia, Colombia, Lebanon, Mongolia, Armenia, Azerbaijan, Bolivia, Spain, Luxembourg, Malta, Senegal, Algeria, Libya, Uganda, Morocco, United Kingdom, Kenya, El Salvador, Nigeria, Egypt, Saint Lucia, Myanmar, Germany, Thailand, Argentina, Sudan, Israel Sweden, Lithuania, Ukraine, Albania, Latvia, Hungary, Croatia, Czech Republic, Greece, Estonia, Bulgaria, Kosovo, The Netherlands, Philippines, Bosnia and Herzegovina, Republic of Macedonia, Italy, Romania, Russian Federation, Cyprus, Afghanistan, Lebanon, Tunisia, Colombia, Belarus, Malta, Bolivia, Algeria, Azerbaijan, Libya, Egypt, Turkey, Finland Sweden, Lithuania, Ukraine, Romania, Hungary, Latvia, Bulgaria, Albania, Hong Kong, Czech Republic, Greece, Kosovo, Croatia, Estonia, Belarus, Cyprus, Switzerland, Montenegro, France, Moldova, Russian Federation, Lebanon, Argentina, Republic of Macedonia, The Netherlands 07

8 WHO WE ARE LET S DO IT! WORLD It all began in Estonia in 2008 when 50,000 people united to clean up the entire country in just five hours. Watch the inspiring video about the initial cleanup from Youtube Originally the initiative wasn t planned to become international, but as the approach proved to be so inspirational and the method effective, the idea started to spread. Let s Do It! has been spreading this model one country in one day around the world. Let s Do It! is a non-political and horizontal international network that values cooperation, including policy makers, but our approach is grass-root civic action and we value our independence. GROWING INTO A WORLDWIDE CIVIC MOVEMENT Let s Do It! World is one of the fastest growing civic movements of modern times. This is how it has happened VOLUNTEERS VOLUNTEERS 3 rd of May 2008 Estonia was cleaned up in just five hours by people who collected tons of illegal waste. The cleanup inspired Latvia and Lithuania, who used the model and organised their first Let s Do It! cleanup actions. Latvia gathered people, while in Lithuania people came together to clean The first international Let s Do It! gathering took place to share the model and know-how. The get-together was attended by activists, who all organised cleanup actions in the spring of 2010: ROMANIA VOLUNTEERS UKRAINE VOLUNTEERS SERBIA VOLUNTEERS SLOVENIA VOLUNTEERS INDIA (NEW-DELHI) VOLUNTEERS PORTUGAL LATVIA LITHUANIA VOLUNTEERS VOLUNTEERS VOLUNTEERS 08

9 WHO WE ARE CORE TEAM 240 VOLUNTEERS 96 COUNTRIES VOLUNTEERS In February 2011, a team for the World Cleanup 2012 campaign was formed. The campaign was led by five employed core team leaders and 240 volunteers, the aim - to organise a vibrant global cleanup year in The network of Let s Do It! grew to 10 countries ,000 people participated in Let s Do It! cleanup actions. By the end of the year, the network had grown from 10 countries to 96 countries COUNTRIES The global gathering of the network s team leaders took place in Tallinn, Estonia. The network s positive pressure on the core team is to continue and move forward with the Let s Do It! World actions. This was the shift from a one off world campaign in 2012 to a more structured international network. The global gathering of the network s team leaders took place in Pristina, Kosovo. The Let s Do It! World s goal was set, to engage 5% of the World s population by The final goal - A Clean World. The network now consists of 110 countries COUNTRIES VOLUNTEERS The global gathering of the network s team leaders is taking place in Riga, Latvia. The network has teams in 116 countries. By now 16 million people have been engaged in Let s Do It! actions around the world The International Clean World Conference 2016 in Bursa, Turkey, focuses on organising the World Cleanup Day. The Let s Do It! World Core Team asks about the networks readiness to engage in the project and gets a positive answer. The focus of 2016 is set: recruiting more teams, to expand the network, to fundraise for the project The international Clean World Conference 2017 in Tallinn, Estonia is focuses on spreading the knowledge about practical tools when organising a Cleanup Day. It s accompanied by the Leaders Academy, a seminar that offers more personalised tools to prepare for a big cleanup action. 09

10 WHO WE ARE Let s Do It! has never been only about cleaning up waste. We also aim to unite the global community, raise awareness and implement true change to achieve our final goal a clean and healthy planet. To reach the goal many local Let s Do It! campaigns have also created awareness raising campaigns (e.g. the Slovenian campaign, you can read more from their final report ). LET S DO IT! WORLD PLAN FOR A CLEAN AND HEALTHY PLANET From Let s Do It! World webpage In Estonia the officials report that four years after the action, the littering and illegal dumping problem has decreased by 75%. In Slovenia the attitude towards trash management changed radically in the whole country and its capital Ljubljana is now on the way to becoming the world s first Zero Waste capital city. In Let s Do It! World we have entered into partnerships with many other organisations with similar goals (check out the list of our main partners from our web page) to be able to better reach our goal of a clean world and to support members in this. 010

11 WHO WE ARE LETS DO IT FOUNDATION The Let s Do It Foundation was founded in 2011 to organise and support countrywide cleanup days and is now mostly occupied with helping the World Cleanup Day 2018 take place. But the foundation is actually much more, being active in organising projects that focus on social inclusion, democracy and the environment. In every project we involve both citizens and experts, bringing people together from different backgrounds. We believe this is the way to get the best results and to really make a change. And that s how the Let s Do It Foundation continues to work every day to build a better society both in Estonia and across the world. Look up our projects from our web page 011

12 ORGANISING THE WORLD CLEANUP DAY THE NETWORK OF LETS DO IT! WORLD The World Cleanup Day is organised by the whole Let s Do It! World network, where the main actors are national teams and volunteers. Strong national teams, their ability to prepare the event in a way to achieve the set goals are the key to its success. VOLUNTEERS CLEANING NATIONAL TEAMS COMMITTED TO LET S DO IT CLEANUP DAY 2018 MENTORS AMBASSADORS CORE TEAM OF LET S DO IT FOUNDATION IT & MAPPING PR & MARKETING PARTNERS & FINANCE NETWORK DEVELOPMENT KNOWLEDGE TEAM EVENT MANAGEMENT ADVISORY BOARD MANAGEMENT BOARD SUPERVISORY BOARD 012

13 ORGANISING THE WORLD CLEANUP DAY The role of the Let s Do It Foundation teams in this process is to support the national teams in preparing for the Cleanup Day and that is how its present structure is designed. It consists of four teams, every one of them with a specific purpose: MISSIONS OF LET S DO IT! FOUNDATION TEAMS: IT & Mapping team is: Creating a technical solution to support mapping and cleanups (basically a new World Waste Map but with extended functionality, e.g. enabling also the registration of volunteers. Read more about the mapping tool from the chapter Preparing for the cleanup day) Building strategic partnerships with technology companies PR and Marketing team is: Creating and implementing the PR and marketing strategy for the World Cleanup Day and what precedes it (together with international partners) Delivering creative solutions, PR messages, concepts, designs and brand logic to be used for international and national cleanup actions Partners & Finance team is: Fundraising for the activities of the Let s Do It! Foundation to support the preparations for the World Cleanup Day Finding strategic partners for the foundation in all fields of action (for all teams) Network Development and Support team is: Finding new talents and committed cleanup organisers Supporting cleanup leaders Providing supportive knowledge through the Mentorship program, Leaders Academy and Regional seminars (mentors and ambassadors) Creating better information flow between national teams and the core team of Let s Do It! World Gathering and sharing best practices Knowledge team is (formed in 2017) Creating the Keep it clean plan how to keep the world clean after the 8th of September Supporting the LDIW team and local teams with information about waste management policies, new trends, trash facts Event Management is (formed in 2017) Preparing for the World Cleanup Day (e.g. organising global celebrations, etc.) 013

14 ORGANISING THE WORLD CLEANUP DAY In addition there are people/positions to support national leaders: Mentors: A personal professional contact person for the national leader helping to understand the Let s Do It! model, to find information and give guidance Ambassadors (appointed in 2017) A spokesperson for the Let s Do It! World movement in a selected region (e.g. Africa, India) who is helping the national leader e.g. to introduce the initiative to local VIPs; to exchange information and share experiences regionally. 014

15 ORGANISING THE WORLD CLEANUP DAY WHAT KIND OF SUPPORT DOES LET S DO IT! WORLD OFFER? 1. Knowledge transfer by organising the Leaders Academy, Annual Conference and Regional Seminars. All those events mean workshops, consulting and tailor-made activities to help leaders and their teams to prepare for the World Cleanup Day. 2. Mentorship Program during one year. All new leaders will have a designated and committed contact person who is helping them to understand the Let s Do It! model, find information and give guidance or simply a facilitator to reflect on upcoming ideas and challenges. 3. Toolkit and Best Practices from the Network. All basic know-how on paper to help get things done faster. 4. Sharing the news and information. By joining the Let s Do It! World every team becomes part of our international network, and one of the fastest growing environmental movements in the world (according to the United Nations Environmental Program). Our already existing channels give you the chance to share your success stories, media materials; to learn from other countries and raise your visibility, etc. And by getting in touch with other similarly minded people and organisations you will have the chance to create cooperation projects on your own. 5. Consulting, advising about waste management policies, new trends, trash facts we can help you get to the right person who can hopefully answer your questions. NB! However, this is a separate agreement, because understandably, it s not possible to have the experts working for your team full time. 6. Local partnerships support is offered when there is a possibility and synergy between the Let s Do It! World international team and another global organisation. Many such organisations have offices in other countries and there is a good chance that if they want to support the World Cleanup Day internationally, they are also interested in cooperating on a local level. This might make creating sponsorship deals and cooperation easier for you. Make sure you consult with the Let s Do It! World Partnerships team before you reach out to any of our global partners local offices. If you have questions, write to partners@letsdoitworld.org 7. Public Relations and Marketing support - your local campaign will become empowered by two big international campaigns focusing on waste mapping and the cleanup day we also provide you with brand, creative concept and ideas, campaign materials and designs and tips for strategy. We are keen to promote your messages about your local waste problem and the big outstanding 015

16 ORGANISING THE WORLD CLEANUP DAY activities, not just to make headlines in only your country, but to really inspire the whole world. NB! Coordinating and running a local nation-wide campaign is the challenge and responsibility for the local teams. 8. Web page. Easy to adapt Wordpress based web-page template that gives you the tools and designs of the Let s Do It! website that you can fill with your native content. 9. World Waste Mapping tool. A web and mobile app that will help you to map the illegal waste, plan the most efficient logistics for proper waste management, inform volunteers, and communicate the trash problem. It also works as a unique database about the waste problem, gathering more information in one space than ever before. This app will help you to show the politicians, media, etc. what the situation is. It will also make it easy to visualise data and to make your point clearly. The app will have gamification assets to make it fun for the users and the plan is to work with social media giants to raise its visibility and get as many users as possible. 10. Credibility through an Official Recognition Letter showing you are a partner of a global action that is an accredited member of the United Nations Environment Programme. This will communicate that massive cleanups as a way to change a country have happened in other countries and it s possible to also do it in your country. 016

17 ORGANISING THE WORLD CLEANUP DAY GLOBAL PARTNERSHIPS Let s Do It! already has several great global partnerships and we continue looking for more strategic partners across all fields of activity who would help the network in organising the World Cleanup Day. We suggest for you to contact the local offices of our partners in case you feel the need for additional know-how in any of those fields. On our web page you can access the latest overview of our strategic partners and how they are contributing. AFTER THE WORLD CLEANUP DAY Let s Do It! World has partnered up with several international organisations dealing with the problem of waste (such as Zero Waste Europe, International Solid Waste Association, and many others). We intend to bring all the experts and organisations together to create a plan for how to keep our planet clean and stop the trashing of it. There are already solutions out there, and in order to change the system, we will also start communicating and cooperating with decision makers. The aim is to all live in a waste free world. OUR VALUES As with all civic movements the Let s Do It! World actions are rooted in our basic values: Cooperation We are open to everybody: dreamers and doers; all individuals, organisations and institutions willing to find global solutions to a global problem. We see cooperation as both an instrument and a goal in itself. Thinking and acting together can create great deeds and solutions. Positivity The Let s Do It! campaign focuses on creating positive change; on tackling problems and finding solutions; on looking for opportunities to move on together; to enjoy the process, make it fun and celebrate success. Ambition to Action We are doing it because we believe the change we want is inevitable. We believe in our plan to clean the world. Doing gets it done. We are driven to find new solutions and have the courage to bring great ideas to life! In addition don t forget about honesty, openness and fun! Although they are already included in our main values we still feel it s important to bring them out separately, to reflect them deeply in all our actions. 017

18 ORGANISING THE WORLD CLEANUP DAY KEEP YOURSELF INFORMED There are different channels for you to stay informed about the World Cleanup Day: Join our Monthly Newsletter that features waste, environment and civic activism related stories from our network and beyond. There are interviews, tips and common interest stories that help you understand the problem and find solutions. Join here: Join our information list to freely ask and discuss! This mailing list is a chance for us to network, call out for help and debate about waste related topics, etc. Some teams have asked for advice on how to keep the event non-political, some have asked about funding options and some have simply asked to spread some news. All list members can freely post. In order to join the list, please inform our team by sending an to info@letsdoitworld.org Join our Facebook group. This is a open group for Let s Do It! activists who want to share thoughts, interesting articles, interact, gather the best ideas or practices, etc. It s great for people who don t like mailing lists but still like to have a global team feel and sometimes discuss. Find the group here! Visit our Media page to find press releases, newsletters, news, videos, information materials and a selection of media coverage. All the goodies are here: You might want to refer to articles about us in Forbes or The Guardian, etc. Also, check out our Media Bank for photos about cleanup actions around the world: mediabank.letsdoitworld.org Find us on social media: We have other internal information channels that are a bit more exclusive and only meant for volunteers and team members of Let s Do It! If you want to have a more filtered internal information update, then you might be interested in our Network News that features summarised short news about the activities of the Core Team, teams around the world, events, etc. maximum once a week. Write to Meelika Hirmo from the Network Development & Support team to start receiving summarised news: meelika@letsdoitworld.org 018

19 PARTICIPATING IN WORLD CLEANUP DAY This section gives you a concise step-by-step overview about the essentials when preparing a Cleanup Day in your country. Descriptions given here are based on the experiences of national Let s Do It! teams who have already organised cleanups in their countries. In most cases a link to more detailed instructions is also available. When preparing for your own Cleanup Day, we recommend you to complete the steps in a given order (e.g. find partners, and work on finances before starting with communications). It s not that somebody wants you to do it that way, but most of the cleanups that have succeeded to reach the 5% goal have followed the same roadmap. BEING A LEADER WHAT DOES IT MEAN TO BE A LEADER? The role of the leader is to coordinate and manage the whole process of organising a national Cleanup Day, from creating the initial vision, and building up the team, until overseeing that everything works out well during the actual 019

20 PARTICIPATING IN WORLD CLEANUP DAY cleanup day. But it doesn t mean that the leader has to do it all by themself. Being a leader means being great at building teams and networks, inspiring people to join the cause and working towards achieving the goals. It s about finding the best professionals and people with a special spark to get each task done. And what is most important a leader accepts the challenge to strive for a massive cleanup that takes place in just one day and involves 5% of the population to pick up trash. WHO CAN BE A LEADER AND WHAT ARE THE NECESSARY SKILLS? With the World Cleanup Day we intend to engage whole countries and not just regions of them. For a leader it means a really ambitious challenge. To be able to achieve it the following qualities and skills are especially important: FEEL A DESIRE TO MAKE THEIR LIVING ENVIRONMENT CLEANER AND BETTER ARE TEAM PLAYERS AND DELEGATORS (GOOD LEADERS CANNOT AND WILL NOT DO EVERYTHING BY THEMSELVES, BUT EASILY IDENTIFY THE RIGHT PEOPLE FOR THE RIGHT ROLES) HAVE EXCEPTIONAL ORGANISING POWER AND A DIVERSE NETWORK OF CONTACTS HAVE PREVIOUSLY EXECUTED LARGE PROJECTS AND DEMONSTRATED LEADERSHIP ABILITY ARE CONSISTENT IN THEIR WORK ETHIC AND CAN OVERCOME OBSTACLES AS THEY ARISE ARE ABLE TO MOTIVATE POPLE AND INSPIRE THEM TO ACT 020

21 PARTICIPATING IN WORLD CLEANUP DAY A leader doesn t have to be a person, it can also be a local community (preferably a registered NGO, because when preparing for your Cleanup Day you will need a registered legal body to arrange partnerships or to get funding). Requirements for the community/ngo organising a Cleanup Day are pretty much the same as for the person, but there are some additional details to keep in mind: This NGO has to be Apolitical in order to keep its focus on the goal and to bring together everybody who cares about a cleaner world Preferably active in the environmental field or working with volunteers. Then you already have already some of the necessary knowhow and network to organise the event. Has values that overlap with Let s Do It! World Is well networked on a national level and is able and willing to engage a large number of volunteers Is able and willing to cooperate nationally but also at an international level 021

22 PARTICIPATING IN WORLD CLEANUP DAY WHAT THE LEADER HAS TO DO? The following drawing gives you an overview of how the tasks between the leader, their core team, and Let s Do It! are divided. LEADER TEAM GLOBAL SUPPORT CREATE INITIAL VISION FIX THE GOALS COMMUNICATE ABOUT THE IDEA START THE ORGANISATION BUILD UP THE TEAM CREATE THE ACTION PLAN WITH THE TEAM ATTEND THE LEADERS ACADEMY WORK WITH YOUR MENTOR GET THE OVERVIEW ABOUT THE KNOW HOW FROM LDIW MAP YOUR STAKEHOLDERS FIND THE PATRONS MAKE AGREEMENTS WITH PARTNERS GET OVERVIEW ABOUT THE UTILISATION CREATE A RESOURCES PLAN CREATE A RESOURCES BUDGET GET OVERVIEW ABOUT THE UTILISATION CREATE A RESOURCES PLAN CREATE A RESOURCES BUDGET ATTEND THE ANNUAL CONFERENCE GET THE OVERVIEW ABOUT THE KNOW HOW FROM LDIW (FUNDRAISING, MAPPING) FIND LOCAL AMBASSADORS FIND LOCAL SPOKESPEOPLE FIND LOCAL CLEAN-UP MANAGER FIND LOCAL CLEAN-UP LEADS AND VOLUNTEERS CREATE THE SYSTEM/ APPROACH OF REGISTRATION OF THE VOLUNTEERS START TO REGISTER VOLUNTEERS MAKE THE COOPERATION IN THE GLOBAL TRASH MAPPING IN YOUR COUNTRY MAKE THE COOPERATION IN THE GLOBAL PUBLIC CAMPAIGN IN YOUR COUNTRY TRAIN THE CLEANUP MANAGERS HELP TO MAP THE ILLEGAL TRASH WITH LEAD OF LDIW HELP TO MANAGE THE GLOBAL MARKETING CAMPAIGN WITH THE LEAD OF LDIW GET THE OVERVIEW ABOUT THE KNOW HOW FROM LDIW (MAPPING, MARKETING CAMPAIGN) As it is almost impossible to teach somebody to be a leader, possibly the best way to learn is through the experiences of others. Nara Petrovic who was leading the Slovenian cleanup day on 2011 (a record cleanup still to beat) has described this inspiring experience writing down his 10 keys for a successful cleanup 022

23 PARTICIPATING IN WORLD CLEANUP DAY BUILDING UP YOUR TEAM CREATE AN INITIAL VISION To start preparing for your cleanup day you need to build up an enthusiastic team who is really willing to act and to make an impact. As everything starts from the idea and desire to make the idea to come true, your job as a leader is to create the initial vision and to formulate the goals that are going to inspire the people you want in your team. Questions that might help you in formulating this vision are the following: What is the current situation (where and how much trash there actually might be in your country)? What are the biggest challenges in changing this situation? How are you willing to change that (who are you willing to bring together for change, etc.)? How is this all beneficial for your country? ENGAGE PROFESSIONALS IN YOUR TEAM Your team should also consist of professionals in their field. When building up your team, don t hesitate to contact the best experts and most respected organisations in your county and ask them to join in. All your core team members should also have strong leading and engaging abilities as they are supposed to form and run their own teams. When building up your team, try to find an expert for every post listed below. In the later stages of your project it might turn out that you need some more posts in your core team or instead that some posts should be united (e.g. logistics and IT): PR and Marketing a project manager a person for Finances a person responsible for partnerships a volunteers coordinator an IT coordinator a logistics coordinator a marketing person When looking for people for your team, keep in mind that in addition to being professionals in their field they all should really be willing to act on the current situation in your country. It really is necessary as you need a strong will to make a change and its going to take a lot of their time during the following years (core team members end up working full time on the project). 023

24 PARTICIPATING IN WORLD CLEANUP DAY KEEP GROWING YOUR TEAM After putting together the initial team it has to start growing. Don t be afraid of new people and partners! LEADER PR & MARKETING IT & MAPPING LOGISTICS VOLUNTEER CORDINATORS PARTNERS & FINANCE REGIONAL CORDINATORS ONE COORDINATOR PER COUNTY ONE COORDINATOR PER MUNICIPALITY VOLUNTEERS ONE COORDINATOR PER FLAGSTATION CREATING THE ACTION PLAN PREPARING FOR THE PLAN Creating an action plan is the first teamwork of your core team involve them all in this process. As somebody famous once said: Plans are nothing, planning is everything. Before starting with any actual planning you need to map some preliminary information as input. We have prepared some questions to help you in gathering it. Answering them should precede the actual process of planning and it s just fine to come back to them during the process. 024

25 PARTICIPATING IN WORLD CLEANUP DAY List possible reasons for your county to join the initiative (e.g. a general benefit to gain from it) Map the current situation concerning trash in your country. What are the main problems and challenges? What are the possible solutions and how can you contribute to solving them by organising the Cleanup Day? Map the trash problem where is it the worst? Where are the illegal dumping sites in your country? Are they in big cities or in the nature? Gathering this information is a good excuse to start talking to other people and organisations and asking them to join in. SETTING THE GOALS After gathering the preliminary information you are ready to set your goals they will be the starting point of your plan. Although the situation in every country is different we are encouraging you to think big! With the Let s Do It! network the most important goal - engaging 5% of the population of every joining country - is already there (and there we are really counting on you) but it s too vague to be the only one. When fixing goals for your national Cleanup Day, then conducting a SWOT analysis could be a good idea. In addition we have prepared a worksheet for you to follow in case you are not 100% confident about making your action plan. Let us know when you need it! CREATING THE ROADMAP WITH A TIMELINE After setting the goals you now have to come up with the plan for how to achieve them. To make the plan more structured, divide your main goals into smaller ones and then describe as precisely as possible the way to achieve them. Those descriptions should include: Description of your actions Description of the tasks you can outsource to your partners A List of all possible partners (see the next subchapter) All planned actions should be put on a timeline when exactly are you doing what? You don t have to put exact dates on every single action, but it s important to understand what has to be done first, what things have to be done simultaneously, and how to fit all the necessary actions on your timeline. At this stage every action should already list the person from your team who is responsible for it. Ultimately you should have a long list of tasks, with the dates and people responsible for them. This means that you have your action plan now ready. 025

26 PARTICIPATING IN WORLD CLEANUP DAY COOPERATION, PARTNERS WHY ARE COOPERATION AND PARTNERSHIPS SO IMPORTANT? Even if your team consists of the best experts in your country you will also need a lot good partners to achieve your goals. After completing your action plan you ll see that there is a lot to do to make your Big Day a success. Our experience shows that it s good to have as many partners as possible supporting your initiative. The following list is to help you in structuring your cooperation. The types of partnerships: 1) To make your own actions stronger (e.g. by engaging media companies in making the media plan) 2) To carry out the actions (e.g. trash management companies and municipalities to organise taking away the trash) 3) To make your goals and actions visible (e.g. national newspapers as media partners) 4) People to help you in approaching people and organisations that you don t have a direct connection with, or who have no interest in your initiative but whom you really need to engage (e.g. trash management companies may not have any interest in participating) 5) In-kind donations (e.g. for the equipment you need for the Cleanup Day) HOW TO ENGAGE PARTNERS? Engage your partners as early as possible. The best way is to approach them already at the stage of creating your action plan e.g. when planning the logistics ask the trash management companies for input or even to join you. Engaging partners in the stage of planning the actions is a good way to motivate them - making the plan together you are also setting common goals that everybody can benefit from. When convincing partners to join - use different ways to motivate them. For some helping to make the world a better place might just be enough, but there is much more that you can offer, e.g. visibility or positive reputation (corporate responsibility). WHO SHOULD BE YOUR PARTNERS? When creating your action plan we recommend for you and your team to write down next to each task or action a list of all possible partners (people or organisations) who could help you in completing them. When in the brainstorming phase list all the names that come to your mind. You will later have time to make a selection or leave somebody aside if necessary. 026

27 PARTICIPATING IN WORLD CLEANUP DAY FINANCES HOW TO PLAN YOUR BUDGET? There is no doubt that you need finances to organise your Cleanup Day. But actually pretty much of the preparatory work and the actual Cleanup Day can be carried out without much money. When preparing you budget try to list everything that needs to be done or purchased (also small thing like pencils, paper, etc.). The process should be similar to creating the action plan but now you need to add a number to every row that is your action plan. And don t forget to engage your core team in the process they know best what the needs are of their teams. After finishing this long list, give it a second thought and cross out everything that instead of purchasing can be done by: Partners Volunteers Or what you can get as in-kind help If possible, we would recommend you to have the most important people from your core team also on a payroll because you need them to contribute full time. We suggest you follow this model of budgeting because: the actual cost of your activities will be too high for it to be possible to pay for them. It helps you to prioritise your partnerships and to give them a more specific meaning. FROM WHERE TO GET FUNDS? As Let s Do It! World is a non-profit organisation, we are unfortunately unable to fund any local Cleanup Day activities so your budget is up on you. To start looking for funds make a list of all possible funding sources whose goals match with yours: State ministries Municipalities State funds Private funds Companies Philanthropists Co-funding platforms Before starting to write the applications it s always good to meet and talk to people in these institutions e.g. they can help you to sharpen your focus to meet their goals, to find additional funders and funds. 027

28 PARTICIPATING IN WORLD CLEANUP DAY WASTE MAPPING WHY MAP TRASH? Mapping the trash is important for many reasons. The main reason for you is to get a better understanding of where the illegal dumping sites are and how much trash there is in order to start to plan logistics and coordinate volunteers. But there are several other ways how mapping the trash adds value to your project. The action of mapping itself is a great way to engage volunteers and partners in the project already before the actual cleanup - organise public mapping events, find new partners, e.g. schools and universities to join, etc. As it is an actual event (or series of events) with a clear outcome, it s also a good way to get the media attention for your project. Also waste maps themselves will be a great information source and therefore attractive for the media. WHAT DO YOU NEED FOR MAPPING? New waste mapping software is going to be based on Google maps and you don t need any specific IT capability to customise it for your country (In some cases it might happen that instead of Google maps you have to use a map from your country s office responsible for maps). For volunteers it s made really simple to use - they just need to take a photo with their smartphone and add some additional data (the approximate amount of trash and what does the trash consists of more specific instructions to do that are given after launching the Mapping Tool in 2017). The photo with the exact location will be uploaded on the wastemap. HOW TO ORGANISE MAPPING? For mapping you need to engage volunteers and partners. As it is made really simple, basically anybody can join. To start with mapping, make a public announcement that describes your project and its goals, the need for mapping and how people can take part in it (for tips and tricks check the Chapter PR and Marketing). Mapping is also a great way to start new partnerships and to refresh already existing ones. There is a vast range of partners that you can approach with the direct proposal to join you in mapping, e.g. municipalities (who have to get rid of the illegal waste anyway) hikers clubs (who can make their events more interesting) active lifestyle groups companies (help them to be more responsible) etc. (check out also the preliminary list of possible partners). To make mapping more attractive and to engage more volunteers make it fun and positively competitive, e.g. create a game out of it using geocatching or Pokemon Go. By making it more fun you are making it also more attractive for the media who is always interested in fun actions that at the same time are making the world a better place to be. 028

29 PARTICIPATING IN WORLD CLEANUP DAY Access here a more detailed guideline for mapping. VOLUNTEER REGISTRATION AND COORDINATION Coordination and registration of volunteers will be based on our new mapping tool that will be launched in spring This chapter will be updated after this. At the moment it only describes the basics to give you an overview of the process. Volunteer registration and coordination in this chapter is addressed to the registration and coordination of these volunteers who will come to clean up the waste on the cleanup day. It is very important that volunteers are cared for during each step of the project, from registration to the end of the cleanup day, practice respect and empathy, as these are the people who actually come and make your project happen. HOW TO PREPARE FOR IT? The volunteer coordinator in you core team has to have a previous experience in coordinating huge amounts of volunteers (a military background for instance). This person should also know the legislation, data protection and safety rules according to the involvement of lots of people. Volunteer coordination team responsibilities are the following: Registration of volunteers Logistics of volunteers Communication with volunteers (this team will get the biggest amount of phone calls and s!) Sharing volunteer information with other teams Safety of volunteers Data protection Managing special cases manually Keeping track on registration data, getting information from places where volunteers cannot register online WHY AND HOW TO REGISTER? Your main reason to register volunteers is to be able plan the logistics (to connect volunteers and the trash points). But not only, by registering them you will know if you have managed to involve enough people (or you have to put more energy in campaigning for people to join the initiative) and after the event it enables you to easily report your numbers. For volunteer registration, an online registration form will be available through the mapping tool. Specific user guidelines will be given after the launch of the mapping tool in spring If there are areas in your country where people have little or limited access to the internet you have to think up other means of registration, e.g. public libraries, local shops, municipalities offices, etc. And add later the collected data to your database. 029

30 PARTICIPATING IN WORLD CLEANUP DAY SAFETY An important issue that you need to focus your attention on is the (volunteer) safety during the Cleanup Day. Although the volunteers act on their own risk it s important to prepare them correctly (what to wear, to take a reusable bottle of water, to inform them that they act on their own risk, etc.) and try to avoid possible external risks (list, assess and minimise them). Again involve local partners (e.g. police, rescue board) in assessing and minimising them. Also medical treatment should be available in all flag-stations and phone numbers of doctors on call also available. The Estonian Rescue Board will generate overall safety instructions specifically for a cleanup day and available in several languages. Once it will be ready, the link will be provided. Access here a more detailed guideline about volunteer registration and coordination. LOGISTICS WHAT YOU NEED TO PLAN? You will need to plan logistics both for volunteers (where they have to be, how they move from one place to another) and for trash (how to get collected trash from nature to sorting/processing locations). When planning logistics there are some other issues you have to ensure in addition to transporting trash from nature to waste plants. First you have to agree with the waste management companies on how to determine the amount of trash collected and it has to be done in tonnes. If trash management companies are unable to weigh the collected trash you have to come up with some other way to assess the amount of it. Important is, that you have reliable data of the amount of collected waste in tonnes in the most easy way. It s a good way to describe the impact of your cleanup day locally and this number will also be used in the global communication. Secondly you should create a plan on instructing people how to analyse the collected trash how many different types of trash have been collected? And what amount of this collected waste can be recycled? And for last but not least it s important to create a protocol on collecting data about the amount of collected trash and the number of people cleaning on the cleanup day. You have to create a system how this information reaches you as quickly as possible to be able to report it to the press. HOW TO PLAN LOGISTICS? While volunteer logistics can mostly be planned by your own team, then for planning logistics for trash you will need a vast range of partners. As waste management systems differ depending on the country, you need to know how it works in your country. It is important in order to plan trash logistics properly and 030

31 PARTICIPATING IN WORLD CLEANUP DAY to get to know who are the partners you need to involve (e.g. trash management companies, transportation companies, waste sorting plants, etc.). To get to know it you should turn to your local municipalities. Local municipalities should be involved in your logistics system anyways as this is their everyday job. LOGISTICS TEAM WASTE SORTING PLANTS WASTE MANAGEMENT COMPANIES LOGISTICS COMPANIES GOVERNMENT AGENCIES MILITARY ORGANISATIONS TRANSPORTATION COMPANIES RECYCLING COMPANIES MUNICIPALITIES HOW TO COORDINATE THE LOGISTICS? Most of the information that is needed for coordination of logistics you will get from the Mapping Tool: mapping data (where the trash is and in which amount) and volunteer registration data (how many volunteers are needed for cleaning up every trash point). SUSTAINABILITY When planning the logistics, keep in mind that where possible, different types of trash should be collected separately by the volunteers. When trash is collected separately it s important to make sure that waste management companies also collect the waste according to different type. It makes the logistics more complicated but is important in achieving the goals. Access here a more detailed guideline for planning logistics. 031

32 PARTICIPATING IN WORLD CLEANUP DAY PUBLIC RELATIONS AND MARKETING WHY DO YOU NEED PR AND MARKETING? PR and marketing are important tools for you to transmit your ideas and values to people and get the ones you need (state departments, municipalities, big companies, newspapers, NGOs - actually all your possible partners) to support your initiative. To bring people along and to really make them enthusiastic they have to understand: What are you doing? Why are you doing this? What do you want to change? What do you want them to do? How to join? You are able to answer those questions when the backbone of your project is already strong. That is also the reason why these tips are in the end of the toolkit. HOW TO PLAN YOUR PR AND MARKETING? Communication activities throughout the whole project are: 1 Internal communication of the project (volunteers, core team members) 2 Preliminary information (informing and meeting with local municipalities, waste management companies, stakeholders, preparing the local and regional press for future cooperation) 3 Raising the trash issue in public (starting the waste mapping and illustrating the real trash problem in your country, going public nation wide) 4 Marketing and PR campaign to invite people and organisations to the Cleanup Day (including local media, nation-wide media, all partners and the whole nation) 5 Communicating about the results, success stories, interesting findings or facts, etc. during the Cleanup Day (making sure all the country is well informed, thanking everyone who helped to make it happen) 6 Follow-up communication of the Cleanup Day and communication of the Keeping the world clean plan (what happened to the trash picked up, how is your country and the world a cleaner place now? what s next?) BEGINNING OF THE PROJECT END OF THE PROJECT 032

33 PARTICIPATING IN WORLD CLEANUP DAY 1. Internal communication of the project (volunteers, core team members) 2. Preliminary information (informing and meeting with local municipalities, waste management companies, stakeholders, preparing the local and regional press for future cooperation) 3. Raising the trash issue in public (starting the waste mapping and illustrating the real trash problem in your country, going public nationwide) 4. Marketing and PR campaign to invite people and organisations to the Cleanup Day (including local media, nation-wide media, all partners and the whole nation) 5. Communicating about the results, success stories, interesting findings or facts, etc. during the Cleanup Day (making sure all the country is well informed, thanking everyone who helped to make it happen) 6. Follow-up communication of the Cleanup Day and communication of the Keeping the world clean plan (what happened to the trash picked up, how is your country and the world a cleaner place now? What s next?) Although the most intense communication activities will take place towards the end of the project, you should start preparing the plan much earlier. You will need to reach all your stakeholders and partners, not just press and volunteers. It s important you don t only inform your partners, but engage them that requires more time than simply informing. It s clear you need a communication professional in your team most likely even several talented experts with a wide range of contacts and experience. However, for planning PR and Marketing we recommend you to partner up with a professional company (or even several of them) - let them be the ones who help you to prepare the campaign from scratch. Treat them like team members, because it will create a better synergy and understanding. You will probably need help with: Advertisement space (you want the advertisement space for free and in all the right strategic places to stand out there are several companies who focus on that) Creative event management (to engage people offline and get them on board) Media relations (to make sure that local newspapers, nation wide radio and TV stations, online media, and regional channels cover your event intensively and from different angles) Social media help (you need to do campaigning and out of the box communication also via social media, simply posting and sharing is not enough) It s possible that some other areas of PR and/or Marketing need to be addressed by engaging other organisations or top level experts. PR & Marketing is a very wide area these days and there are companies, that focus only on design and web solutions, media relations, event management, planning advertisement, producing commercials, social media, etc. Do some research on who are the best in your country and approach them with your cooperation offer. 033

34 PARTICIPATING IN WORLD CLEANUP DAY Be positive when preparing your messages. It s not uncommon that environmental organisations are using strong statements and fear as a motivation for action. The idea is to shock and get attention, however we need much more from the people we address. We don t need a click or a signature under a petition, we need them to come to a cleanup. The Let s Do It! World model is built a bit differently. We have decided to build our movement on cooperation, not on opposition. Be wise with shocking and try to inject positive activism. Try to build your campaign keeping in mind the following key words: cooperation & partnerships positivity & action fun & innovation honesty (do not lie or exaggerate!) & focusing on solutions (it s not about naming the villains) Be clear, be simple and visualise the problem but remember very often the people who are to blame for the trash problem, are the ones you actually need to engage and involve. It is very hard to motivate them to join when you shame them in public. Give them the opportunity to become a hero instead. 034

35 PARTICIPATING IN WORLD CLEANUP DAY ENGAGING PARTNERS FOR SPREADING YOUR MESSAGE Partnerships are important throughout the project, and in this section they become significant not only for helping you to spread your message but also in reducing the budget. Example: When a big telecommunication company has decided to support you with Euros, they can also use their client base to invite their customers to the cleanup day. This means using their social media channels, printed letters, SMS notifications, TV advertisement, official web page, their media communication, etc. They are able to give you a much bigger reach than your own social media channels and media relations alone. NATION WIDE CAMPAIGNING You need an extensive campaign all over your country to engage 5% of the population. This means, you ll need to reach the majority of the population (because not all who hear about it will join). And although nowadays social networks are working really well for organising events and engaging people, you should not only rely on them (and you should use them wisely). To spread your message use all the possible mediums: TV and radio (local, regional, nationwide) for both, ads and communication (news, interviews, stories) Newspapers & magazines (local, regional, nationwide) for both, ads and communication (news, interviews, stories) Outdoor advertisement Events & Happenings (being visible in other big events, cooperating, organising your own events) Online channels & social media (news, ads) All communication channels of your partners (lists, internal web channels, clients, newsletters, web page, social media channels, etc) To pay for all of this (creating ads for all those different mediums and to publish them) would mean having an enormous budget for marketing. But if you start preparing everything well in advance it should be possible to get the most of it for a reduced cost or even for free, as your campaign is a non-profit action creating a positive impact for the whole society (e.g. most TV channels have free minutes for these kinds of ads but you have to make the agreements well in advance). In addition to being visible, your campaign also has to be reliable and for that only correct facts are not enough. To be more reliable you should engage well-known people and respected companies from your country to spread your message and to speak up about the problem and support you. 035

36 PARTICIPATING IN WORLD CLEANUP DAY SUPPORT FROM LET S DO IT! WORLD TO GET YOUR CAMPAIGN GOING The Let s Do It! team is preparing the following for you to support your local campaign (some of the materials are already available on our wepage Brand (Both Let s Do It! World and Cleanup Day brands) Creative concept and ideas (an overarching Big Idea of the project to capture audiences interest and to inspire them to take action; a unifying theme that can be used across all campaign messages) Campaign materials and designs (templates for flyers, posters up to electronic signatures) An easy to adapt Wordpress based web-page package that gives you the tools and designs of the Let s Do It! Website that you can fill with your native content Key messages and facts to talk about the global waste problem You will have the challenge to localise the campaign and make it authentic for your culture. Remember, you will be communicating to many people who do not feel a strong personal connection with global issues. You will have to make it feel locally important and attractive to participate. This is where your local team, PR experts and creative agencies come handy. Engage and trust the experts! 036

37 PARTICIPATING IN WORLD CLEANUP DAY For inspiration, here are some links that provide information about trends in PR and Marketing: PR Daily PRSay Adweek Influence&CO, Profitable insights for the modern marketer Buffer Blog Jenn s Trends, In Social Media Management Peg Fitzpatrick Blog - Author, speaker and Social Media Marketing Pro Razor Social Blog There are several useful lists and discussion groups also on LinkedIn. Look for PR, Public Relations, Marketing or any other keyword and read best practices and news recommended by PR professionals from around the world. One of many we like. (PR Professionals) There are surely marketing and communications related magazines, blogs or discussions online that area more specific to your culture and location, do some research and have fun discovering tips and ideas. 037