Cleaning-up Serbia: Designing and Delivering a Public Campaign with over 200,000 volunteers

Learning Points

The key learning point of the initiative is that a public campaign with fairly small budget can be very successful if it is about an issue that people care about and if citizens can see that they can make a difference. Good organization and coordination between all participating parties is also important in achieving an outstanding and lasting impact. The fact that in 2011 citizens could influence the project by suggesting sites to be cleaned increased the engagement of citizens even more.
   
The impact on behavior change and social capital created through this initiative are equally if not more important than the direct environmental improvements. This raises the question of which other issues citizens in Serbia (and elsewhere) are interested in that might mobilize similar energies and commitment.  

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