Heidi is an inspiring citizen of Tallinn and is strongly dedicated to sustainability in both her professional and private life.

Five years ago, with 21 dedicated international environmental leaders, Heidi created the organisation Let’s Do It World. Heidi is now the President and Head of the Global Network. The NGO aims at tackling environmental and social issues due to mismanaged solid waste. Let’s Do It World also manages the World Cleanup Day, the biggest global campaign, which is presented today in 197 countries, all over the world. Heidi is strongly passionate about the project.

Heidi’s first experience with sustainability dates back to 2008 with the first CleanUp event in Estonia, in which she participated. According to her, everything started with the idea of cleaning-up the environment at the national level, all together, as a whole society of Estonian people. The event got a remarkable media attention because 50.000 Estonians (5% of the total population of the country), participated. Among them, important leaders were present as well. The cleanup day ambassador was Mr Toomas Hendrik Ilves, president of Estonia, and more than 600 business organisations supported the biggest campaign ever held in Estonia. She thinks that Estonia is lucky to have great visioners on the environmental matter.

After few years, the movement was already truly international. The “one country one day” model changed to the bold provocative “one world one day”. Heidi’s task was to build up the biggest network in the world for the World Cleanup idea. “Our idea was, what if one day we clean up all the whole world?” Heidi remembers thinking.

It was a crazy idea since she wanted to reach the 5% of participation at the global level. Their first task was to reach strong leaders and partners to bring people with much influence in this project to raise awareness and make them known.

The first World Cleanup Day took place on 15 September 2018. World leaders participated, and the event received important media coverage and, 17.8 millions of people from 157 countries on 2018 participated

Since 2018, five World Cleanup Days were organised, one for each year and bringing together around 70 million people. According to Heidi, the idea behind clean-ups is to show people in what kind of world we are living in. To do that, we need to synergize cooperation in all different sectors together (communities, universities, young people).