Pick it up!

All of Sweden Picks Up Litter! Every year, in connection with World Clean-Up Day, people across Sweden come together to make a difference in the country’s largest clean-up event!

For more than 5 years, we’ve driven the campaign with creative activations ranging from TVC and Out of Home to social media, ambassador partnerships and competitions – all to engage the public in tackling litter. The message is simple: do something big, pick up a little litter!

In 2024, a total of 132,128 litter-pickers – young and old – joined the campaign. Together, they collected an estimated 240,000 kilos of litter!