Vision
Plastic-free rivers
Mission
River Cleanup is a global network organization on a mission to clean rivers by empowering people, preventing pollution, and accelerating change.
"The most efficient and effective way to clean rivers, is to prevent plastics from ending up in nature."
Thomas de Groote, Founder
Vision: Plastic-free rivers
We envision a future with plastic-free rivers. Macro- and microplastics have no place in our rivers, nor in the water we drink, the food we eat and the air we breathe. With 10 million kg of plastic ending up in nature and rivers every day, we need to act today.
Why rivers?
We focus on rivers for maximum impact. A lot of plastic waste finds its way to rivers, or is dumped into rivers directly. 80% of plastic that ends up in the ocean, comes from around 1000 rivers. Most pollution ends up in nature through small urban rivers (Meijer et al, 2021). That’s why rivers play a key role in ending plastic pollution. They are the ideal place to install preventive technology and engage with people to tackle the sources of plastic pollution. Rivers lie at the heart of communities, they can bring people, companies and governments together on a journey for a better tomorrow. Of course, tackling the plastic crisis at its core can only be done by actively reducing the production and consumption of single-use plastics, changing people’s behavior and deploying effective collection systems in communities. We think that rivers are the best starting point to bring about the change that is needed.
Mission
River Cleanup is a global network organization on a mission to clean rivers by empowering people, preventing pollution, and accelerating change.
We are a network organization because we believe in active cooperation. No single person or organization can solve this problem on its own. We all have specific strengths, skills and expertise and only by bringing these together can we hope to solve the plastic crisis. That’s why we are building a global network of action-oriented people working together towards plastic-free rivers.
Our approach
We developed the Clean River Model to tackle the root causes of river pollution. This holistic approach is organized around 3 integrated pillars and 2 enablers, and is aligned with our 5 values.
The Empower pillar focuses on raising awareness on the causes & consequences of plastic waste. We promote practical solutions, we empower people to become ambassadors, and we activate schools & communities to take action for a cleaner environment.
The Prevent pillar aims to reduce single-use plastics and prevent plastic waste from entering nature by deploying accessible collection systems and removing riverine pollution. The collected waste is reintroduced back into the circular economy at their highest value to minimize the environmental impact of plastics.
The Accelerate pillar encourages and supports change by actively working on advocating policy change and collaborating within a network of like-minded organizations.
Our two enablers, Assessment and Impact, make sure we have a solid understanding of the local context and stay on track towards our goals.
Find out more about our Clean River Model here.
VALUES
Positive
We focus on solutions instead of problems. We take action, and we celebrate results, big or small. Our community thrives on positivity, so celebrating our victories boosts motivation and involvement. Together, we can change the world for the better!
Inclusive
We unite people in a shared purpose, and develop solid partnerships based on mutual respect and common values. We work together with organizations and individuals willing to contribute positively to a better and cleaner world. We stand next to our partners, side by side and celebrate our successes together.
Expert
River Cleanup aspires to be an expert in the field of plastic pollution. We build our strategy on scientific research and first-hand experience. Every step along our path is well thought-through. Expertise, respectability and impact are central to our communication. We carry out this value through an open communication style that clearly states who we are and what we stand for.
Responsible
We take on a massive challenge that requires intense collaboration with various partners for support, expertise and solutions. But, as greenwashing does not clean rivers, we will not associate ourselves with large-scale virgin plastic producers or companies that are involved in unethical activities. While we talk with everyone, we don't accept financial support from companies that clearly act against our vision, mission and values. This is reflected in our gift policy:
Primary polymer producers
We do not accept financial support from or provide any kind of visibility/brand alignment to primary polymer producers as listed in the Plastic Waste Maker Index. These companies generate revenue by producing virgin plastics on a large scale. That is just not compatible with what we stand for.Non-ethical companies
There are some things we just disagree with as human beings. We therefore also do not accept gifts or sponsoring from businesses that are directly involved in one or more of the following activities: production of nuclear weapons, production of cluster munitions, production of chemical and biological weapons, production of coal or coal-based energy, production of tobacco, serious violations of individuals' rights in situations of war or conflict.
Impact-driven
We continuously look for ways to maximize our impact. We set clear goals to keep improving our efficiency on every level to realize plastic-free rivers. We keep finding new ways to directly contribute to real results in the field. From personal mission to maximal impact, we make a difference.