1. To clean parks, forest belts, roadsides and other green areas with a purpose to avoid large scale pollution.

2. To increase number of cleaning up participants twofold in comparison with previous initiative.

3. To attract both partners and sponsors for project implementation.

The strategic target of the project was to change people’s attitudes to the problem of spontaneous disposal fields by means of direct involvement in the cleanup.

With a purpose to show the scale of an upcoming ecological disaster we decided to scientifically prove that the country is getting lost in garbage. At a heart of the strategy was an experiment, carried out at the national institute for biology. A draft model of Ukraine was pelted with garbage and invaded with rodents. The map of Ukraine is a ‘saint stamp’. We are used to the country looking just like on the map and have ceased to notice, that it changes. When the traditional map of the country was covered in muck first with garbage, then with rats, and when in 9 days the country symbol disappeared completely, people started to think.

64,000 volunteers were engaged in the disposal of urban waste. The geography of the event spread beyond large cities and touched regional centres and little towns – 98 cities. 50 corporate and media sponsors were involved in the event. The result achieved with a budget of just 30,000 UAH and 500 volunteer organisers.

On April 28th were gathered:

- 645.7 m³ of plastic bottled,

- 324.02 m³ of glass,

- 4452.31 m³ of other garbage,

- a total of 5422.03 m³ of garbage.

Ukraine is the second largest country in Europe and one of the most polluted in the entire continent. The current situation caused the founding of a social initiative ‘Let's do it Ukraine!’ with a target to find and unite un-indifferent people, ready to join volunteer Saturday work and clean up their own country.

In 2011 at maximum coverage of the event, it was managed to join together 20 000 people. Both celebrity-marketing ‘clean up as we do!’ as well as standard ‘call-to-action’ advertising with its positive messages have shown themselves to not be really efficient. So we decided to shock society.