World Cleanup Day aims to raise awareness about the waste (particularly plastic) that is polluting our lands, forests, rivers, lakes and oceans around the world. It is also the largest annual single-day action and unites millions of volunteers and thousands of governments, corporations and organizations across 191 countries. But this world-changing idea began in the small northern European country of Estonia, in 2008 when 50,000 people united to clean up the entire country in just five hours. On that day, a global bottom-up civic movement was born and spread like wildfire around the globe. This captured the imaginations of people worldwide, who were inspired to follow suit with the same ambitious ‘one country, one-day’ formula.