The Clean Earth Challenge: Collective Action, Community Impact

About This Project

Summary

The Clean Earth Challenge, created by Johnson Outdoors with the National Wildlife Federation, shows the power of everyday people to create change. From JO’s 70+ Challenge Champions to millions reached through NWF’s schools, youth, and partners, the movement proves that small acts, shared widely, can heal natural spaces. Unique for its cross-sector partnership, distributed ownership, and “collective impact”, it turns concern into hope and builds lasting conservation habits.

Goals & Objectives

The Clean Earth Challenge (CEC) set out to remove one million pieces of litter by sparking a grassroots movement led by JO’s “Challenge Champions”—employee volunteers who organize local cleanups—then expanded through NWF’s youth and community networks to build lasting environmental habits.

Results & Impact

Through collective impact—uniting JO Challenge Champions, NWF’s 6M+ members, and 50+ partners—the CEC removed 11M+ pieces, 1,000% above goal —and reached 1.5B people. Employees gave 4,000+ hours, with one collecting 14K! After participating, 82% of employees felt closer to nature, 93% proud of JO.