In many countries around the world, national cleanups for the annual World Cleanup Day campaign are run by youth or environmental organisations. In Bulgaria, however, the approach to leading World Cleanup Day is quite unique. bTV Media Group, one of the country’s private television networks, doesn’t just cover the event—they lead it. For the 12th year in a row, bTV’s ‘Let’s Clean Bulgaria Together’ campaign has brought people together to tackle waste pollution across the country. In so doing, bTV demonstrates the powerful role the media can play in driving positive change, and acts as an inspiring example for media channels worldwide.
This year was one of Bulgaria’s largest ever cleanups in terms of scale and geographical coverage, with more than 282,000 people joining forces to clean over 6,800 polluted sites and collect a massive 4,300 tonnes of waste. Kids, parents and teachers got enthusiastically involved, with nearly 700 educational institutions pitching in—100 more than last year. Reflecting on the increasing number of participants in their national cleanup campaigns, Gospodin Yovchev, Chief Operating Officer at bTV Media Group, said: “Today, 12 editions later, we can safely say that, gradually and with joint efforts, we have finally managed to convince society that change depends on us. Because caring for nature is personal, and is the result of the small steps we take together.”
Bulgaria is the only country in the Let’s Do It World network where a media outlet is leading the charge on such a scale. And it’s a brilliant example of how media can be more than just a platform for information. Unlike most media outlets, bTV isn’t just reporting on pollution—they’re taking action to be part of the solution. Through their campaign, they’ve been showing, year after year, that the media can inspire action, foster responsibility, and bring people together to make a difference. “Let’s Clean Bulgaria Together” is part of the company’s social brand "The Good Example" established by bTV Media Group four years ago and brings together a wide network of partners to support young talents, help people in need and protect Bulgaria's nature.
This year’s theme, ‘Let’s Turn the Game Around,’ focused on cleaning up the country’s water bodies, in keeping with World Cleanup Day 2024’s theme, ‘Arctic Pollution and Marine Litter’. We all know how crucial clean water is, not just for us but for the entire ecosystem. By shining a spotlight on the pollution of rivers, lakes, and the coastline, bTV is helping draw attention to how human activity is damaging some of our most vital natural resources. In Bulgaria alone, flash floods have been on the rise, with polluted water bodies contributing to the problem. Cleaning them isn’t just about picking up trash—an important achievement in itself— it’s also about preventing future disasters.
As Ralf Bartoleit, Chief Executive Officer at bTV Media Group, explains: “We’re showing that media can be a driving force for positive change. The role of the media is not only to inform, but also to inspire people.” And that’s exactly what they’ve been doing. This campaign has shown that with the right platform, change is within reach. Whether it’s parents and kids cleaning a local riverbank or entire communities coming together to restore natural spaces, bTV is helping Bulgarians see that they can—and should—take action.
As part of Let’s Do It World’s global network of incredible teams organising World Cleanup Day campaigns, bTV’s leadership shows how local actions can create real impact. It’s proof that media, when used for good, can be a powerful tool to unite people and drive positive change. Congratulations to bTV Media Group and all the volunteers across Bulgaria who rolled up their sleeves and turned words into action. Together, they’ve given the world a blueprint for how media and communities can team up to make a clean and healthy waste-free future for all of us.
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