For the 10th annual Great British Spring Clean, environmental charity Keep Britain Tidy set out to accelerate community engagement in the fight against the UK’s litter crisis.

To turn their mission, inspiring people to value and protect where they live, into on-the-ground action, they needed to connect high-level national media coverage directly with local communities.

By pairing the editorial authority of The Mirror with our deep hyper-local regional brand network, we created a dual-tier campaign that drove both national awareness and grassroots participation, earning two award nominations along the way.

The ‘Great British Spring Clean’ Campaign

‘The Great British Spring Clean’ is Keep Britain Tidy’s flagship campaign, running in Spring every year. By partnering with Reach, the campaign successfully turned online campaigning into real-world action, transforming everyday citizens into a historic number of community heroes:

• 585,038 Litter Heroes mobilised nationally to clean up their neighbourhoods.
• 451,887 bags of litter pledged nationwide.
• Over 4.53 billion in total media reach generated across display ads, social performance formats, and targeted branded content.
• 265,984 school pupils in 2025 engaged via the Great Big School Clean, inspiring the next generation.

A successful campaign relies entirely on a deep understanding of the brand voice and target audience. Reflecting on the two-year partnership, Helen Bingham, Director of Communications at Keep Britain Tidy, shared:

“The issue of the environment can be a divisive one, but this partnership has helped us articulate the good news story behind the issue… Seeing co-branded messages from the nation’s favourite environmental charity and one of the biggest publishers out there shows people that it’s cool to care, and they can be part of something really big.”

We are thrilled to announce that this campaign has been nominated for an AOP Digital Publishing Award and the Media Week Awards.

Contact us today for the full case study and discover how you can activate with our trusted brands to make a lasting impact on both a national and hyper-local level.