The Surfrider Foundation organises an annual beach clean-up event, where thousands of volunteers spend the day picking litter across beaches in Europe. The event not only helps to clean beaches but it also raises awareness of marine litter pollution and the Surfrider organisation. Y&R Paris, which has a long-standing partnership with Surfrider, worked pro bono in 2012 to raise awareness of the day. Rather than focusing on making people feel guilty, Y&R created the Be Proud print campaign which celebrated Surfrider volunteers and showed the pride they feel in the work they do.
The 2012 beach clean-up event attracted 42,000 volunteers in 35 countries, up almost 5% on the previous year. The campaign won a 2012 Gold Cannes Lion.