Who are we ?

We started as a part of a postgraduate a University of Technology Sydney Business School, Innovation By Design project.


The original project looked at how we could improve the experience of a young person going to a Sydney harbour beach.


The project went on to focus on plastic packaging in the takeaway food industry and then focused down on Sushi Shops. It quickly became apparent that peoples behavior must change before the issue of plastic waste can be fully addressed.  This is where the 66 Second Challenge comes in. 


Most people do not realise that plastic waste is an issue and our experiments showed that most people do not even see rubbish on a beach even if it is just centimeters in front of them. We needed to create a way to engage people with this and a direct action challenge seemed to work.

When people pick up rubbish for 66 Seconds it connects them with the cigarette butts, coffee cups, and plastic straws. They quickly start to think of ways to minimise these waste items and are more likely to become advocates for the issue.



We created two Instagram accounts and quickly got over 1,000 followers on each.


Although originally in Sydney the organisation has expanded to Scotland with the help of the Bridge Awards http://www.thebridgeawards.co.uk/


We are open to people is all countries joining the challenge. You could have an Instagram account @66seconchallenge_NewYork or @66seconchallenge_Tokyo 




Justin O'Hare


Born in Norfolk, UK


O'Hare grew up in Dublin, Ireland, his local community took part in the Beautiful Towns competition each year and frequently won it! This created a sense of community and when O'Hare's mother started the 'Water Rats' to clean up the Royal Canal on the North Side of Dublin to prevent it becoming a main road environmental action had become engrained as a normal part of life.


O'Hare traveled the world ending up in Sydney Australia and was originally very impressed by the clean streets only to discover this is due to heavy rain washing all the rubbish into the ocean. Through his EMBA at UTS, he has been able to develop some direct action ideas to help tackle the issue of single-use plastic waste.