'Ma cité va briller': the viral challenge that confronts litter and gang violence

Fed up with the state of their Parisian suburb, members of a youth charity decided to clean up - and challenge another city, sparking a trend

When Hind Ayadi decided to do something about the amount of rubbish in her neighbourhood, kickstarting a national cleaning campaign was not her intention. But "Ma citi(C) va briller" ("My suburb is going to shine") has become just that: a viral initiative that spread throughout France, to Algeria and beyond in just a few days.

Ayadi, founder of youth arts nonprofit Espoir et Cri(C)ation, lives in Garges-lis-Gonesse, part of the northern suburbs of Paris and previously famous only for gang violence. But at the end of July, Ayadi and other members of Espoir et Cri(C)ation decided to work with local young people to raise awareness of environmental issues and the importance of protecting natural resources - as well as encouraging them to feel proud of their town.