The Initiative consists of Adopta Road Roadside Cleaning and National Environmental Consciousness Programme

Adopta Road:
A national anti-litter initiative whereby South African business choose to sponsor a selected stretch of road / street to be kept clear of litter by a B-BBEE-Franchisee of  IWESCO (Pty) Ltd

National Environmental Consciousness Programme:
30% of the funds sponsored by participating companies are used to finance

• an awareness programme in the media and at educational institutions
• a promotional programme for recycling at source and
• selectively setting up recycling stations at sponsors’ outlets
• all resulting in a reduced carbon footprint

The initiative entails the following:

• green branding in the form of roadside cleaning with high visibility of sponsors’ brand(s) on selected stretches of high-volume roads or streets; combined with
• a national environmental consciousness programme - an educational programme aimed at the youth, communities and neighbourhoods - by which environmental awareness is created among all South Africans; and
• the promotion of the recycling of waste-at-source; selectively erecting waste/recycling stations.
  

All of the aforesaid highlights the sponsor’s commitment to the green revolution by reducing carbon footprint on a national and community level. In all instances, sponsors’brands will be exposed while

• Sponsor-branded roadside cleaning is underway on high-volume roads/streets;
• educational programmes on preserving the earth are being offered;
• waste being collected, deposited and/or recycled and local branch offices being involved.

The environmental consciousness educational programme and the recycling programme are primarily focussed on the youth, communities and neighbourhoods.