A campaign going viral on Facebook is prompting citizens around the world to take a mere 30 minutes out of their day to pick up litter. Project Schone Schie (Dutch for "Clean River Schie") is the brainchild of Tommy Kleyn, a Netherlands-based artist who grew increasingly frustrated by the pollution that accumulated along the banks of South Holland's Schie river.

Armed with a trash bag and a gripper, Kleyn took 30 minutes out of his day each morning to collect litter from the riverbank. In five weeks, he removed 20 trash bags worth of plastic bottles, food containers and other litter. He was soon joined by members of the municipal government. Kleyn's work is already starting to pay off: during a recent visit, he noticed that a Eurasian Coot had taken up residence in an area he had recently cleaned.

He took to social media to share his story, and Project Schone Schie was born. People all over the world have taken to the project's Facebook page to share photos of grassroots garbage collection initiatives: