Throughout 2023 GEORGIA NOW shared the great work done by the Sadagi Team and the citizens and schools groups it inspired towards environmental protection in Georgia. Nikoloz Shurgaia is the man behind Sadagi. We sat with him to kick off 2024 and learn more about the organization’s goals, how it was founded, and what inspires people when they face the daily challenges of caring for their environment.
“I began my career in 1992 at a lemonade plant, while I was in my second year at Tbilisi State University,” says he. “In 1994, i moved into banking. I was able to advance quickly to management positions due to a combination of luck and a lack of people who knew about contemporary banking in the newly liberated post-Soviet countries. In 2002, I went to the UK to study a two-year MBA program at the London Business School. After graduation, I worked primarily as a bank CEO and on bank supervision boards in London, Moscow Minsk Baku and Tbilisi.
“I remember the worries and toasts I made in the mid-1990s about cleaning the cluttered staircases. I remember my granddad tackling a pile of metal wires and rods that I had not tackled. I was inspired by the cleanliness and the virtues of serving your community. I also discarded the stereotypes, falsehoods, and propaganda of the Soviet Union. This led me to create a video blog on books, and then shortly after Sadagi.”
What inspired you to create Sadagi?
We began Sadagi in May of 2021, following Eka (my wife and partner for over 30 years) as well as my return to Georgia from November 2020. As a short-term guest, I noticed with greater intensity that, although my homeland has made great strides, our communities still lack many basic habits and attitude. The preparations for the Video Blog About Books, which will be launched in December 2020 and review useful and impactful books, took several months.
Over thirty of my close friends and acquaintances agreed with the idea of forming a non-profit environmental organization that would be funded by its members. The first heated discussion where the decision to start the organization was made took place on February 2021, at our friend Luka’s and Tamuna’s holiday home in Timotesubani, near Borjomi. This followed a casual cleanup of the surrounding area. I am blessed to have many friends, and to have met wonderful people who have experience in organizing and participating in cleanups. Tako and Tata were two of my new friends and helpers who had been leaders in Geocell’s Movla cleanup initiative. They and many other new members joined enthusiastically and helped in different ways. We are grateful for the name of the organization, Georgia Cleaners’ Guild, which was coined by writer Dato Turashvili. (Sadagi, a Georgian acronym, means “a workingday”). Dato Turashvili also recorded the first video to support the cause.
What is Sadagi’s goal, and how will you achieve it? What challenges will you face along the way to accomplishing this goal?
Sadagi’s goal is to inspire and educate Georgians to make it a cleaner, more orderly, and even more beautiful country. It’s an ambitious goal. We developed the Georgia Cleanness Index to clarify our goals and measure progress. As a manager, and as a citizen who is deeply committed to Sadagi’s purpose, I recognize that we need reliable metrics of success both short-term and longer-term for the team and our citizens. Visible signs of success are extremely motivating. The worst teachers are the painful facts about pollution and the occasional failures that will inevitably occur if they are treated responsibly. Face reality, assess what we could have done better and what needs to be done is essential. We have seen that two of the most important aspects of achieving Sadagi’s multidimensional purpose are: reducing polarization by uniting around a common goal and helping communities take ownership and responsibility for their own country and problem.
Do you link your efforts with the UN Sustainable Development Goals (SDGs)?
Yes. Sadagi’s activities are related to varying degrees to the UN Sustainable Development Goals.
N6 – Clean Water and Sanitation: by cleaning the soil and water, and promoting not littering.
N8 – Decent Work and Economic Development – By helping the tourism and export industry in creating a more positive image of Georgia, and also creating jobs.
N9 – Sustainable Cities and Communities: by involving thousands of volunteers in various communities to clean up and protect the environment.
N12 – Responsible Consumption & Production – by promoting more responsible consumer behaviour;
N13 – Climate Action – by promoting environmental awareness and planting trees (a non-core activity that we also pursue);
N16 – Peace, Justice and Strong Institutions – by promoting unity and reducing polarization in the society.
You have celebrity fans like Katie Melua. How did you get them involved and has this helped to boost interest?
Katie is an amazing person who I have known for over 15 years. Living in London gave me the opportunity to meet many talented, purposeful, and good-hearted individuals – British and Georgian, as well as internationals. Katie was immediately on board with the idea and became a founding members in summer 2021. Katie, her family, and friends from London visited Georgia last summer for the first after Katie gave birth to her baby. They helped clean up Kiketi. Katie’s parents Alex, and her mother Tamara, are also our friends and passionate supporters of Sadagi.
You ran a project in 2023 that involved school cleanings led by student groups. Is this something that you could do long-term?
This is a project that I am proud of. The first stage involved more than 1000 pupils in 24 Schools located in 11 Municipalities in Samegrelo Shida Kartli Kvemo Kartli Kakheti Tbilisi Samtskhe Javakheti. It was made possible by our partners, Team of the National Teachers’ Award and the leader teachers who were nominated for the Award. We have a great collaboration, which really warms my heart.
This project was conceived as a multiyear activity that would be carried out in stages. The project will run every year from September until July. In the first year, we culminated our efforts on World Environment Day (June 5), with more than 100 schools from all municipalities in Georgia participating. We were pleased to hear that other teachers and schools expressed an interest. The next round was held in November. The majority of schools that joined stage 2 had been in partnership with the USAID Civic Education Program. Teachers and pupils who were instrumental in the success of the stage 1 as well as other schools inspired by the pioneering teachers also joined us.
How would you rate yourself?
It is difficult to rate ourselves. Sadagi’s success should be measured on various dimensions: the number and breadth and engagement of followers, the number and depth of activities, the support from various communities including donations by individuals and businesses, the engagement of volunteers, and the support of various communities. The last two are most difficult to measure.
We have been successful in a majority of these directions.
Over 3000 volunteers participated in the cleanup;
Sadagi has carried out over 40 activities in almost every region of Georgia, mainly cleanups, some of which lasted two to three days.
We have collected more than 400,000 liters litter;
Over 100 members and non-members have contributed to our cause.
Sadagi’s social media pages are followed by 7000+ people
Maia, the Sadagi communication manager, has circulated hundreds and thousands of photos and videos that have been viewed. David, Sadagi’s Director, has shot 100+ videos featuring people of different professions to raise awareness about environmental issues.
The first three years’ results were achieved by two full-time staff, two part timers and a dozen volunteers. Our team just added a manager with experience in the not-for profit sector. One part-timer was promoted to a full-time role. The increase in donations, sponsorships, and membership fees between December and January was very encouraging. It’s still early days. A charity organization like Sadagi can grow rapidly. My recent transformation as a part-timer to a full-time Chief Cleaner is helping. This work is very stimulating.
What’s next in the life of Sadagi?
Currently, our focus is on continuing the project, cleaning up with companies and volunteers in Georgia, and improving different parts of administration. Two new projects are our immediate goals – the Georgia Cleanness Index, and a large project that we are developing in partnership with a commercial organization. More will follow. Stay tuned.
Together, we can do the best that we can!
Interview by Katie Ruth Davies
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