This world-changing idea began in the small Northern European country of Estonia in 2008. 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 imagination of people worldwide, who were inspired to follow suit with the same ambitious ‘one country, one-day’ formula.

So, #TeamParadoxx ventured out for a second year running to clean up the local beach. Whilst 2020 has been a rather different year for everyone, we are faced with the same issue as last year... + that’s plastic pollution. 

In the face of the Coronavirus pandemic, plastic usage has increased significantly, specifically with the use of PPE, like face masks + gloves. We must take the necessary steps to dispose of ALL plastic responsibly, to prevent it entering our oceans + harming sea life.

World Clean Up Day is the perfect opportunity for you to take to the streets, your local beach or park - wherever you go, know that you are making a difference + helping our planet.

Here are some ways you can get involved:


Get in on the action! With family or socially distanced with friends, head to your local park or beach with a litter picker and some bin bags.


If you can't get out + about, do your bit by reducing your plastic consumption, reusing where possible + recycling when necessary.


Choosing plastic-free is easier than you think. Make some easy swaps like a reusable water bottle, shopping bags + of course your hair + body care!

Check out our IGTV for the full story of what we discovered...