This year's event was officially launched on the 18^th of August, which is the World Coastal Cleanup Day. However, clean-up events around the world have been organised since June and will continue until the end of October. The aim of the events is to encourage a long-term change in people's behaviour towards the environment and to motivate people to change their daily routine to be friendlier to our planet.

Since 2017, the EU has been running an annual campaign to promote the oceans and raise awareness about their biodiversity and pollution. Millions of tonnes of litter end up in the ocean, affecting marine wildlife, birds and other species. Considering that marine pollution starts on land, the EU, in collaboration with the United Nations (UN), is organising clean-ups around the world, not only in coastal but also in inland areas, as part of the #EUBeachCleanup initiative.