The Initiator of the Global Movement, Teeme Ära SA, Launches a New Brand
Teeme Ära Foundation (Let’s Do It Foundation), known as the initiator of World Cleanup Day, has undergone a significant rebranding. From today, the organization will continue its work under a new name – Zero Waste Estonia (ZWEE). The new brand reflects the foundation’s focus on taking on the role of a systemic change-maker and offering better choices for sustainable solutions that align with the value of consuming less.
The new name and brand were launched at the III Estonian Zero Waste International Conference in Tartu, October 2-3, 2024, with the main theme being Circular Systems Are Reality.
ZWEE CEO Marianne Lõhmus introduced the new brand at the III Zero Waste Estonia conference, held in Tartu on October 2-3.
A Historical Journey: From Cleanup Campaign to Global Movement
The Teeme Ära initiative began in Estonia in 2008 when 50,000 volunteers united for a one-day cleanup campaign to clean the entire country of waste. This success spread worldwide, leading to the creation of Let’s Do It Foundation and the global World Cleanup Day.
A Refined Focus and New Identity
ZWEE reflects a new vision – to focus on systemic solutions that help prevent and eliminate waste at the source. The organization aims to promote zero-waste systems in Estonia and beyond, emphasizing circular practices, awareness on waste reduction, and more efficient use of resources.
“ZWEE is a natural continuation of our efforts, based on the Keep It Clean Plan,” said Marianne Lõhmus, CEO of ZWEE. “The most important principle of the Zero Waste hierarchy is that waste is a resource that cannot be burned or landfilled. We help create systems that enable better individual choices, which must be linked to community identity, consumption, and product design.”
ZWEE offers everyone the opportunity to contribute to its mission, providing various ways to participate in building a zero-waste future. We train Zero Waste Ambassadors, Trainers, as well as sustainability consultants, circular economy experts, and environmental specialists who help raise awareness in communities and introduce practical solutions.
We collaborate with cities and businesses, helping them embark on the journey toward Zero Waste certification, which confirms their commitment to sustainability and waste reduction. ZWEE brings together certified mentors and auditors and supports Zero Waste Europe in advising our cities and organizations on proven zero-waste solutions.
New Website and Contact Information
Along with the new brand, ZWEE is launching its updated website, www.zwee.org, which offers practical guides and resources for adopting a zero-waste lifestyle. The website focuses on educational materials, tools, and news that help individuals and organizations move toward a zero-waste future.
