Welcome, Where You Belong
Empowering Futures: Bridging Lives through Sustainable Progress
Welcome, Where You Belong
Empowering Futures: Bridging Lives through Sustainable Progress
About Jade Freire
Jade demonstrated environmental commitment from childhood, collecting rainwater and useful waste intuitively. This affinity with nature led her to obtain a bachelor’s degree in business administration from FEI - Faculty of Industrial Engineering, Brazil, and her master’s in Human Ecology and Contemporary Social Problems from FCSH, University of Lisbon, Portugal.
Her professional background is in international business development, sales, and key account management, with a strong focus on sustainability and social impact. She worked for more than 24 years in various roles in Latin America, Europe, and Dubai. She possesses analytical and problem-solving skills to address complex business, she also was a local member of the Organizational Committee for the XXIII Conference of the Society for Human Ecology in Portugal.
Jade Freire is project a manager at CleanB and uses interdisciplinary analysis techniques in Human Ecology to develop structural, integrated, and systematic solutions that address socio-environmental, cultural, and sustainability aspects. CleanB presents compelling and impactful solutions through collaborative partnerships and stakeholder mobilization, including public policies, productive chain actors, distribution, consumers, and civil society alliances.
We Create Impactful Solutions for Complex Challenges
Transforming vision into action: Culture, sustainability, and integrated change!
At CleanB, we are dedicated to driving positive change through our integrated approach to environmental, cultural, and sustainability initiatives. The solutions are constructed through collaborative partnerships with structural, integrated, and systematic solutions, utilizing public policies, actors in the production chain, distribution, consumers, and alliances with civil society.
Our projects and programs are strategically designed to create lasting impact. Our systematic solutions are guided by ESG (Environmental, Social, and Governance) principles, which not only align with our values but also contribute to the profitability of the entire business ecosystem.
Our holistic strategies ensure a harmonious balance between progress and responsibility, from ecological restoration to cultural preservation. By combining these elements, we can maximize the value creation for both stakeholders and the environment.
Welcome to CleanB, where innovation meets sustainable transformation!
Awaken your potential and transform your future
Our approach focuses on sustainable practices that are linked to everyday life, allowing us to think and act on environmental impacts and the preservation of nature.
Our emphasis falls on a crucial central topic: cigarette filters. Discover with us their origins, their operation, unfavorable financial, personal, and public consequences, and the consequences of improper disposal in the environment. Understand how these filters affect biodiversity and discover the nuances of legislation in Portugal, where I was privileged to participate in the drafting process.
Join us at Clean-B to explore these crucial themes, improve your awareness, and take positive steps towards a more sustainable world.
Join our mission: Collect, transform, preserve. Our sustainable future is impacted by every action we take
An interactive, realistic, and fun activity that provides a real change in behavior and habits rooted for generations. It makes it possible to create a culture of reducing negative environmental impact, preserving nature, and making the environment where we live more pleasant.
By using the cigarette filter as an icon, we aim to promote the adoption of more ecological and sustainable practices, decrease premature infant smoking, and adopt healthier habits and lifestyle.
Be part of the change! Together, we are turning every cigarette butt collected into a step towards a cleaner, healthier environment. Every filter you deposit in a collector is a small gesture that turns into a big positive impact. Join us to preserve nature, avoid contamination and create a better world for future generations. Every filter makes a difference!
Transforming ideas into powerful actions
From Research to Intervention
Key Activities and Engagements
Key Activities and Engagements
Transdisciplinary Research for Sustainability
During my Master's in Human Ecology, I developed skills for interdisciplinary research aimed at addressing social challenges and implementing sustainable practices through government collaboration.
Mixed-Method Research
I explored "Socio-environmental Awareness and Public Policies for Proper Cigarette Butt Disposal" using qualitative and quantitative methods, conducting 48 interviews with key stakeholders.
Key Outcomes
Recommendations:
- "Public Space is Not an Ashtray!" is a campaign aimed at raising awareness about the impact of cigarette litter in public areas.
- Recommendation 068/03: Implement a ban on cigarette filters on Lisbon's streets.
- Motion 068/01: Policies for proper treatment of cigarette filter waste was discussed.
Law Passed:
- Law 88/2019: Regulation for the collection and recycling of cigarette butts, approved by the Portuguese government.
Key Activities and Engagements
Key Activities and Engagements
Key Activities and Engagements
Climate Change: Impacts and Social Responses
I investigated the effects on the environment, health, and economy by examining global reports such as the IPCC.
Projects:
- Fair Trade in Nicaragua: I advocated for equitable compensation and sustainability for regional producers.
- Food Waste: I addressed global food waste issues, promoting responsible consumption and public policies.
- Garden Therapy: The EU-funded Cooperation for Innovation and Exchange of Good Practices focused on using gardening as a therapeutic tool for refugees, minorities, and socially excluded individuals. My contribution provided an overview of the project's impact and collaboration among international partners.
Partners: NOVA, Henry Doubleday Research Association (UK), SOSNA (Slovakia), Co.M.P.A.S.S. (Italy), Seiler Foundation (Switzerland), Arboretum (Slovenia).
- Beach Clean-Ups: Organized community actions for environmental awareness.
- The Fruta Feia: Project that involves volunteering to reduce food waste.
Book Contribution
I wrote a chapter in the book With Nature to Mutual Understanding (ISBN: 978-989-99782-9-4), which summarizes the activities and outcomes of the Garden Therapy project.
Speaker on Climate Action and Socio-Environmental Challenges and Solutions
- The 2nd Portuguese Conference on Marine Waste discussed socio-environmental awareness and public policies for cigarette butt disposal.
- At the 2nd Portuguese Conference on Marine Litter, I delivered a talk in the "Micro Plastics" workshop, which covered civil protection and environmental science.
I have also spoken at many other conferences and workshops on sustainability and environmental protection.
Best Business Idea Award
Key Activities and Engagements
European Waste Prevention Week (EWWR) 2018
Participation in the competition Best Business Idea Award, NOVA FCSH, Center for Innovation Social Sciences and Humanities, Santander Universities in 2018 and 2019.
The CleanB project was one of the best business ideas of 2019.
CleanB is a socio-environmental entrepreneurship based on collaborative partnerships with structural, integrated, and systematic solutions, mobilizing public policies, actors in the production chain, distribution, consumers, and alliances with civil society.
It was born with the value proposition to contribute in several aspects whose themes are based on the issues of the environment and sustainability, with the main focus on mitigating the inadequate disposal of the "cigarette filter", combating premature smoking among children and young people, call for compliance with current legislation on the subject and for compliance with SDGs 12, 13, 14 and 15.
European Waste Prevention Week (EWWR) 2018
European Waste Prevention Week (EWWR) 2018
European Waste Prevention Week (EWWR) 2018
Organization of the European Waste Prevention Week (EWWR) 2018, a voluntary action to collect cigarette butts on the FCSH campus. This activity was supported by the Human Ecology group, the Student Association, and the FCSH Department of Communication.
The European Week for Waste Reduction (EWWR) aimed to promote sustainable resource practices and raise awareness about waste reduction. Participants engaged in various actions to contribute to the cause, emphasizing hazardous waste prevention as a focal point. The event, spanning from November 17 to November 25, 2018, involved diverse activities across Europe, encouraging individuals and organizations to actively participate in waste reduction initiatives.
"Hazardous waste prevention: time to detox" was the theme of European EWWR Week 2018.
More than just collecting non-biodegradable garbage that includes over 4000 chemicals, 300 of which are harmful to health and result in economic, environmental, and social effects. The major purpose was to raise awareness that dropping a cigarette butt on the floor is not a harmless act.
The initiative had considerable media attention, participant engagement, and repercussions for other projects.
Take a look at the links below
European Researchers’ Night 2019
European Waste Prevention Week (EWWR) 2018
European Researchers’ Night 2019
Attending the European Researchers Night 2019 by the Interdisciplinary Centre of Social Sciences of NOVA (CICS.NOVA-FCSH). The intervention was entitled "Change begins with awareness, let's meet?".
The framework entailed disclosing statistical data on global cigarette production, consumption in Europe, the estimation of cigarette butts incorrectly thrown, and the impact on the environment, human health, the economy, and the image of cities.
We informed approximately 800 people of different ages and areas who passed through the space during the six hours of the event. Visitors can comprehend through an interactive visit and visual materials that use positive and informative language, such as posters, flyers, roll-ups, and an acrylic globe filled with cigarette filters, the importance of behavior change to reduce global impact through local initiatives.
The highlight of the event was the acrylic globe that represented the planet Earth, filled with cigarette filters. The Globe rotated 360º so that visitors could touch and rotate, allowing the reading of information and enjoying the tactile and visual interaction with the work as a practical component, as well as being able to film and photograph.
Afterward, the materials were utilized in various lectures, events, conferences, congresses, conventions, symposia, seminars, and exhibitions.
Green Carnival 2020
European Waste Prevention Week (EWWR) 2018
European Researchers’ Night 2019
I managed and co-authored the revolutionary project 'Green Carnival 2020' in Lisbon, which had an educational, artistic, and cultural nature The Green Carnival has become an unforgettable landmark in the Lisbon cultural scene due to its wide media coverage and enthusiastic engagement.
The Lisbon Street Carnival received in 2020 a new bloco that changed the concept of the parades, with a socio-environmental and cultural focus. The event took place at Jardim Roque Gameiro, Cais do Sodré, from February 22 to 25. Lisbloco made a parade from Praça do Comércio to the place, with batucadas, presentations of bands, artists, and guest DJs. The free program attracted an average audience of 5,000 people per day, involving families, residents, tourists, and culture lovers.
The realization of the Green Carnival 2020 brought a number of benefits, such as the promotion of the celebration of the Brazilian Carnival in Lisbon, the creation of a new sociocultural activity in the city, the strengthening of the Samba community, the promotion of street carnivals, and the awareness of the population about the preservation of the environment. It was a contagious joy that cannot be forgotten!
The objective of this initiative was to inform participants about the significance of sustainability and environmental preservation, while also ensuring the quality of life through education, information, and knowledge. In addition, it aided in the achievement of the Lisbon European Green Capital 2020 award.
The event was supported by the public and private sector and raised funds for the opening of the Lisbloco Cultural Association, a non-profit entity that promotes mechanisms for creating innovative impact responses through education, art, and culture.
SDG | Transforming Goals into Impact
Our SDGs:
Joining Forces for a Sustainable Future Together for a Better World, One Goal at a Time.
The 2030 Agenda for Sustainable Development: 17 Goals, 169 Targets Guiding the United Nations and its Member States towards sustainable development to transform the world for the people and the planet.
Out of the 17 defined goals, we have identified 4 SDGs in which we believe we have a direct positive impact on achieving the United Nations' proposed targets.
SDG 12: Ensuring sustainable production and consumption patterns.
SDG 13: Taking urgent action to combat climate change and its impacts. Strengthening resilience and adaptive capacity to climate-related hazards and natural disasters in all countries.
SDG 14: Conservation and sustainable use of oceans, seas, and marine resources for sustainable development. By 2025, preventing and significantly reducing marine pollution of all kinds, particularly from land-based activities, including marine debris and nutrient pollution.
SDG 15: Protecting, restoring, and promoting sustainable use of terrestrial ecosystems, sustainably managing forests, combating desertification, halting and reversing land degradation, and halting biodiversity loss.
(Source: UN)
Broken up about it
Unraveling the subject in all its intricacies: delve into every detail. Our expertise will be by your side, guiding you on this learning journey. Become an expert and transcend mere observation.
The consumption of tobacco and its environmental and public health consequences pose a global ecological problem. Approximately 5.7 billion cigarettes were consumed worldwide in 2016, and it is estimated to reach 9 billion by 2025. Over 15 billion cigarettes are smoked daily across the globe. It is estimated that 1 in 3 adults are smokers, which accounts for around 10 billion people.
Cigarette butts contribute to an environmental problem by contaminating water, soil, and groundwater, generating microplastic and marine litter, and causing harm to animals that ingest them.
A single cigarette butt contains over 4,000 chemical substances, with at least 250 being harmful to health and 50 being carcinogenic.
In addition to posing a health issue, cigarette butt pollution directly impacts the global economy through costs associated with urban cleaning, water remediation, and socio-environmental devaluation of territories.
Cigarette butts are the number one item collected in oceans due to improper disposal in urban areas.
Note¹: Data sourced from the Master's Dissertation in Human Ecology and Contemporary Social Problems, "Socio-environmental Awareness and Public Policies for Proper Disposal of Cigarette Butts" by the entrepreneur.
Note²: We use the long scale billion (10¹²), which corresponds to one trillion, and billion (10⁹), which corresponds to one billion.
What do we do to turn our goals into reality?
To reduce the improper disposal of cigarette filters
To reduce the improper disposal of cigarette filters
To reduce the improper disposal of cigarette filters
Annually, approximately 4.5 billion cigarette butts are discarded into the environment worldwide, accounting for 60% of urban waste.
Cigarette butts contribute to an environmental problem by contaminating water, soil, and groundwater, breaking down into microplastics and marine litter, and causing harm to animals that ingest them.
They impact the global economy through costs associated with urban cleaning, water remediation, and the socio-environmental devaluation of territories.
Cigarette butts are the top item collected in oceans due to improper disposal in urban areas. Together, we can make a difference and prevent this pollution from further destroying our precious marine ecosystems.
To combat premature smoking among the youth.
To reduce the improper disposal of cigarette filters
To reduce the improper disposal of cigarette filters
It is widely known that individuals who start smoking before the age of 20 not only have a higher likelihood of developing an addiction but also may have a diminished ability to exert control over smoking later in life.
According to 2015 data from the World Health Organisation (WHO), 17% of young people aged 15 to 24 worldwide smoke.
The WHO emphasizes the necessity of a global and intersectoral approach that is supported by organizations and civil society to achieve the goal of reducing the smoking rate by 30% in the population aged 15 years or older by 2025.
Together, we can make a significant impact on curbing tobacco use and promoting healthier lives.
To contribute to the compliance with current legislation on the subject.
To contribute to the compliance with current legislation on the subject.
To contribute to the compliance with current legislation on the subject.
Many countries have specific legislation regarding cigarette butts.
In Portugal, it was only in 2019 that a law was enacted to regulate measures for the proper disposal, collection, and treatment of tobacco product waste, as well as awareness campaigns aimed at reducing the environmental impact of these residues. However, there is still a lack of enforcement and implementation of the law by the competent authorities as stipulated by the law.
Law No. 88/2019, September 3rd.
Reducing the impact of cigarette butts, cigars, or other tobacco products on the environment.
To collaborate in achieving the SDGs and ESG
To contribute to the compliance with current legislation on the subject.
To contribute to the compliance with current legislation on the subject.
2015 will go down in history as the year that defined the 2030 Agenda, consisting of 17 Sustainable Development Goals (SDGs). The 2030 Agenda is a comprehensive and ambitious agenda that addresses various dimensions of sustainable development (social, economic, and environmental) and promotes peace, justice, and effective institutions.
The Sustainable Development Goals are built upon the progress and lessons learned from the 8 Millennium Development Goals established between 2000 and 2015, and they are the result of joint efforts by governments and citizens worldwide.
The 2030 Agenda and the 17 Sustainable Development Goals represent a common vision for humanity, a contract between world leaders and people, and "a to-do list on behalf of people and the planet."
"Um taco no Tabaco" | Caring for the Environment and Health
The "Taco no Tabaco" project was developed for the LISBON BIP/ZIP and is also recognised as a good practise, contributing to urban development initiatives. The Lisbon BIP/ZIP is focused on community development and engagement, covering 67 territories and involving more than 1/5 of the city’s population in various projects. The programme seeks to promote local development through collaborative strategies, community participation, and meeting local needs.
The project’s mission is to contribute to a better future for children, youth, and the environment by focusing on reducing tobacco consumption and properly disposing of cigarette butts. It seeks to provide knowledge and tools to young people to resist the attacks of the tobacco industry by promoting artistic activities, training in digital inclusion and social entrepreneurship, providing financial education, and encouraging reading. In addition, the project aims to raise awareness about the improper disposal of blessings and to hold gathering events in communities.
The project's sustainability will be assured by the continuous action of anti-tobacco ambassadors and partner entities such as city halls, universities, cultural associations, and private companies with an interest in the subject.
According to 2015 WHO data, 17% of young people between 15 and 24 years old smoke worldwide. A person who starts smoking before the age of 20 is not only more likely to develop an addiction but may also have an impaired ability to exercise control over smoking later in life.
A global, cross-sectoral approach is required, supported by civil society groups and citizens, to achieve the goal of reducing smoking by 30% in the population aged 15 years or more by 2025, according to the WHO.
Vision and Mission of the Project
Vision
Promote the freedom of children and young people from tobacco and the lack of proper disposal of cigarette butts in the environment.
Mission
Combat premature smoking among young people.
Develop initiatives to protect exposure to environmental smoke.
Identify and promote good intervention practises.
ESG (Environmental, Social, and Governance)
ESG 4all | Companies & People
The advantages of adopting ESG conventions in projects, in the company and in life:
- Projects with Purpose: By incorporating ESG (environmental, social and governance) conventions into your projects, you will be contributing to a more sustainable world by promoting environmental preservation and social well-being.
- Attractiveness for Investors: Companies that follow ESG conventions become more attractive to conscious investors, who seek business aligned with ethical and sustainable principles. This can result in greater access to financial resources and opportunities for growth.
- Efficient Risk Management: The adoption of ESG conventions enables more efficient management of environmental, social and governance risks. This includes early identification of potential problems and the implementation of preventive measures.
- Employee engagement: By prioritizing social and environmental issues, companies that follow ESG conventions manage to engage their employees, creating a more motivating working environment and aligned with sustainable values.
- Strengthened Reputation:The implementation of the ESG conventions strengthens the company’s reputation, demonstrating its commitment to social and environmental responsibility. This can build trust between customers, business partners, and the wider community.
Profit shows only one side, it is time to join a purpose.
The global scenario for the next few years will be completely different from what humanity has ever experienced. Transformations will take place at a much faster rate and will require new knowledge and skills.
It is in this context that the relevance of the ESG theme (ESG - Environmental, Social, and Governance) is explicit, which has already redesigned the entire business ecosystem.
These factors are increasingly understood as critics of success or failure in all types of companies and corporations, regardless of size and billing.
Companies become more attractive to investors when they consider ESG factors relevant, as their inclusion in investment decisions helps manage risk and generate more sustainable long-term returns.
These intangible assets include the reputation, intellectual property, and trademark value of a company, and many are related, or are affected, by traditional ESG factors namely:
E – Environmental (environment): Climate change, pollution, water management and biodiversity. What once seemed distant and abstract is now a reality that impacts companies and investment decisions. If we do not, climate change will have irreversible effects on the way we live.
S – Social: Human rights, labour relations, health and safety, community relations and diversity.
G – Governance: Board structure and accountability, executive remuneration, bribery and corruption. The way companies make decisions and act in their day-to-day business must demonstrate alignment and concern for the future. We will all be charged for being fair and ethical, and there will be no more tolerance for those who do not follow these principles.
UN Global Compact
Launched in 2000, the UN Global Compact seeks to align in a structured way operations and strategies based on universal principles for companies committed to responsible business practices.
The ten universal principles that the Global Compact advocates are derived from the Universal Declaration of Human Rights, the International Labour Organization Declarations on Fundamental Principles and Rights in Labour, the Rio Declaration on Environment and Development and the United Nations Convention against Corruption.
It is currently the largest corporate sustainability initiative in the world, covering more than 160 countries.
In recent times, the term ESG has gained great visibility, thanks to a growing financial market concern about sustainability. Environmental, social and governance issues have become essential in risk analyses and investment decisions, putting great pressure on the business sector.
Source: Global Compact/UN
Preserving the Future | Portuguese Law
In Portugal, cigarette tips were not the target of public policy at the national level. This law (88/2019) was the result of an interventive and participatory process for the promotion of change, awareness, social, and political action, following up on the promulgation of national legislation on cigarette filter waste (beata de cigarro in PT).
Municipal Regulations
Some City Councils, as well as Parish Boards, have established in their Waste Management, Cleaning and Urban Hygiene Regulations the conduct (allowed or prohibited) in relation to cigarette filters.
“The municipal waste management service constitutes a public service of a structural nature, essential to the quality of life of citizens, to the general well-being, to public health and to the protection of the environment, assigned by law to municipalities”.
The need to reduce waste production and ensure its sustainable management has become a question of citizenship. There is now a greater awareness that the responsibility for waste management must be shared by society, from the producer of a good to the consumer citizen, from producer to holder, from management operators to regulatory administrative authorities.
Citizens' duty
It is the duty of all citizens to contribute to the maintenance of the quality of life and the urban image, through the preservation and conservation of the environment, nature, and the health of public and private spaces. It is up to users:
- Compliance with regulations.
- Do not leave the waste on the public road or elsewhere inappropriately.
- Promote and maintain the quality of the environment and the urban image by ensuring cleanliness and hygiene in public and private spaces.
- In all public spaces, namely streets, walks, squares, gardens, grounds, and so on, it is forbidden to throw any waste on the ground, including paper, cans, glasses, food remains, cigarette butts and other waste that jeopardises public safety or health.
Commercial establishments, including restaurants and beverages, must have their own ashtrays and equipment for the disposal of the undifferentiated and selective waste produced by their customers, in particular receptacles with specific facilitating their use, such as the existence of swinging covers or other means, to prevent the spread of waste on the public road.
Municipal waste in Lisbon is the subject of administrative violations.
The following violations shall be punishable by a penalty of (euro) 50.00 to (euro) 1,000.00 in the case of natural persons and (euro) 150,00 to (EUR) 8,000.00 for legal persons:
(n) Throwing to the ground cigarette beads, cigarettes and other cigarettes, as well as empty packages of tobacco and elastic tablets.
Recurrence
In the event of a recurrence, the fine may be doubled in respect of its minimum amount, while the maximum amount remains unchanged.
Source: lisboa.pt / Diario da República
Law No. 88/2019 | Assembly of the Republic
Reduction of the impact of cigarette tips, cigarettes or other cigarettes on the environment
The Law 88/2019, 3 September, approves measures for the appropriate disposal, collection, and treatment of tobacco waste and measures of awareness-raising and information of the population with a view to reducing the impact of these waste on the environment.
Under the Act, cigarettes butts, cigarettes, or other cigarettes containing tobacco products are equated to solid municipal waste, so it is forbidden to discard, abandon, throw or land in public areas.
Infraction
1 - constitutes an infringement punishable with a minimum fine of 25 (euro) and a maximum fine of 250 (EUR), in accordance with Decree-Law No. 433/82 of 27 October, which establishes the unlawfulness of mere social order and its procedure, the breach of the provisions of article 3.
Surveillance
The supervision is the responsibility of the Food and Economic Safety Authority (ASAE), municipal councils, the Municipal Police, the Republican National Guard, the Public Security Police, Maritime Police,and other police authorities.
Source: DRE / ASAE
To the Indifferent Ones
We need...
We need the indifferent, the conformists, and the skeptics.
We need those who care too much about the car and those who don't turn off the lights.
We need those who let the water run and those who take long showers.
We need those who throw things into the sea and those who throw things into the air.
We need pessimists and consumers. Those who want straws and bags. And disposable everything.
We need those who recycle excuses and nothing more. Those who don't want to and those who don't believe.
We even need those who don't mean any harm. We need the indifferent ones. It's no longer possible to save the world without them."
Text taken from the Lisbon Green European Capital 2020 website.
Do you want to be part of the change?
Come and participate in a Sensitization Action for Collecting Cigarette Butts.
Join us in tackling this urgent problem!
Approximately 4.5 billion cigarette butts, out of the 5.7 billion consumed annually, are discarded into the environment, accounting for about 60% of the litter in European city streets.
This harmful behavior threatens ecology and well-being, highlighting the need for a change in habits to protect the environment and improve quality of life.
"Be the change you wish to see in the world."
Mahatma Gandhi
Positive feedbacks received
Jamile Lima, Public Social Environmental Manager and Educator
Márcia Malvina, PhD in Communication Sciences, Entrepreneur and Digital Marketing Specialist
Márcia Malvina, PhD in Communication Sciences, Entrepreneur and Digital Marketing Specialist
"Following Jade Freire's tireless research journey on the subject of cigarette butts is an experience that will stay with me for a lifetime. It all began with her dissatisfaction upon arriving in Portugal and noticing the alarming number of discarded cigarette butts, a phenomenon often overlooked in Portuguese daily life. Jade's trajectory not only opened new horizons but also made significant contributions to civil society, academia, and public health. The outcome of her master's thesis confirmed the various environmental, social, economic, and health damages caused by discarded cigarette butts. Through interviews with public officials, she not only raised awareness but also sensitized and motivated the Portuguese parliament to discuss waste-related issues. This effort ultimately led to the development of legislation addressing the problem. I take great pride in having accompanied Jade on the CleanB project, an endeavor of utmost importance. She continues to work tirelessly, striving for a better world."
Márcia Malvina, PhD in Communication Sciences, Entrepreneur and Digital Marketing Specialist
Márcia Malvina, PhD in Communication Sciences, Entrepreneur and Digital Marketing Specialist
Márcia Malvina, PhD in Communication Sciences, Entrepreneur and Digital Marketing Specialist
"The work of CleanB is not only essential, but developed with a lot of passion by its founder, Jade Freire, who has been active in the area of sustainability for many years, seeking the balance between education, people's awareness, and concrete actions by the state! Dynamic, idealist, organized, and tireless—these are some of the attributes of an entrepreneur!"
Beatriz Martins, Nurse - Maternity Dr. Alfredo da Costa, Lisbon, Portugal
Márcia Malvina, PhD in Communication Sciences, Entrepreneur and Digital Marketing Specialist
Beatriz Martins, Nurse - Maternity Dr. Alfredo da Costa, Lisbon, Portugal
"I confess that before I lived my life without even thinking about the effects and consequences of beata (cigarette filter), of course I was aware of the harm not only to health in a direct way but, also for the planet, which unfortunately did not change my day-to-day. After knowing the project and dealing with it daily, the impact was so great that I began to change my attitude when I became aware, I was already influencing everyone around me in the same way that I was positively sensitized. I'm unable to see somebody throw cigarret butts to the ground. Every day I discourage people around me from quitting smoking, I talk naturally about the project, and I still make strategies for people in my daily life to do their part, because I believe that with small changes we can all work for a better future, because I believe that with small changes we can all work for a better future."
Cristiane Portella, Human Resource Specialists, São Paulo, Brazil
Márcia Malvina, PhD in Communication Sciences, Entrepreneur and Digital Marketing Specialist
Beatriz Martins, Nurse - Maternity Dr. Alfredo da Costa, Lisbon, Portugal
"I've known Jade since 1992, back when we were students at FEI University. Over the years, I've witnessed her remarkable ability to mobilize and engage others. One memorable instance was when she organized the university's first cycling tour, uniting various sectors of society. Despite not knowing how to ride a bike at the time, she dedicated herself to ensuring the event's success. Jade's commitment to the environment became even more evident through her initiative to implement selective waste disposal in her condominium. This involved coordinating with management, collection services, and recycling cooperatives, earning recognition from both local and national press. Remarkably, even after moving out of the condominium, She is still actively following and supporting the initiative. Jade's dedication extends to small yet impactful actions, like donating a detergent bottle she used for five years. It was through such actions that I became aware of environmental issues. Jade not only speaks about the importance of environmental preservation but also consistently acts in line with her principles. Her firm, courageous, and conscious stance serves as a true inspiration to me."