In the run-up to the 2019 ICC, AKTI launched a media campaign to encourage individuals to act spontaneously, as responsible citizens, against marine litter. The campaign was named “#potavristou”, which literally means “reach out” in the Cypriot dialect, but also has the meaning of “giving a helping hand”. AKTI, through its social media and with the support of several public media (TV & radio), asked individuals to simply “reach out”, anywhere they were on September 21st, collect the litter lying around them, take a photo and post it on social media using the hashtag “#potavristou”. Facts on marine litter and plastic pollution were shared on social media in the week leading up to the event to exemplify the #potavristou meaning. Over 500 people posted pictures and data on collected litter all around the coastline of Cyprus. It was a great achievement for Cyprus! This was the first campaign that targeted the self-responsibility of Cypriots as citizens, without organized groups or beach clean-up events on specific beaches. It is obvious that there is public sensitivity on the issue. And there is a definite need for more concerted actions, awareness, and stronger advocacy work. Cyprus has one of the lowest recycling rates in Europe. While lack of citizen action plays a role in this, inappropriately enforced legislation is also an important contributor.

• Non-profit organisation (i.e. pursues a particular social cause, e.g. schools, foundations, social movement)

• Raising awareness and/or political agenda-setting