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Keep Clean and Run



Keep Clean And Run is an eco-marathon of 350-400km during which 2 runners, with backpack, GPS and camera have collected, mapped and photographed waste abandoned along the way.

Campaign Name: Keep Clean and Run
Delivered By: AICA
Main Objective: Gathering data (monitoring), Behaviour change, raising awareness/ communications campaigns, Behaviour change, community engagement
Type: Communications campaign incl. posters, Community engagement and/or event
Location: Urban, Rural, Roadside
Cost: £10k – 15k


Keep Clean And Run is an initiative to raise awareness against littering held for the first time in May 2015 as the Italian central event of the Let's Clean-Up Europe campaign. In each of the towns crossed by the runners the local people have been invited to run their own local cleaning events followed by a meeting and debate that helped people understand the problems of litter and its effects on ecosystems and food chain.

Headline Finding

12.103,47 kg of waste collected, of which 40% were plastics; 25% glass; 20% mixed waste; 10% aluminum or metal waste; 5% was paper.


Tackling littering inland is fundamental to avoid marine litter as 70% of it is caused by trash that comes from inland. A great effort was made to involve local stakeholders, but it seems important to enhance school and public administration’s participation and to accompany clean-up actions with sensitization communication.

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