The City of Johannesburg has officially launched the CEO City Clean-Up campaign, an ambitious public-private initiative aimed at revitalising the inner city and restoring investor confidence in South Africa’s economic hub.
The launch took place on Wednesday morning at Joubert Park in Johannesburg Central, led by Executive Mayor Dada Morero, who called on corporate leaders to take an active role in reclaiming the city from urban decay and lawlessness.
Morero told business executives gathered at the launch that the private sector has already invested R50 billion in Johannesburg through property and commercial ventures — an investment that now needs to be safeguarded through cleaner, safer, and more functional city spaces.
“We need to be able to walk to the Carlton Centre holding someone’s hand,” Morero said, highlighting his vision of restoring safety and civic pride to the city’s streets.
Private sector partnership at the core
The CEO City Clean-Up forms part of the mayor’s broader Joburg Renewal Programme, which seeks to draw private-sector companies into long-term partnerships with the city to address challenges such as littering, illegal trading, crime, and deteriorating infrastructure.
The initiative began in the central business district on Wednesday and will continue in other areas of Johannesburg on Thursday and Friday. Corporate leaders, city officials, and community volunteers joined the clean-up effort in Joubert Park, sweeping, collecting refuse, and inspecting neglected parts of the CBD.
Morero said the goal is not a one-day clean-up, but a sustained collaboration between the municipality and business leaders.
“This is not a once-off event. It’s the start of a partnership between the City and business to keep Johannesburg clean, safe, and attractive for investment,” he said.
Reclaiming the city from decay
Johannesburg’s inner city has for years battled mounting challenges — from illegal dumping and unregulated street trading to high crime rates and collapsing infrastructure. Morero said reversing this decline requires decisive leadership and the cooperation of both the public and private sectors.
“A cleaner city is a safer, more attractive and prosperous city. We will reclaim the city precinct by precinct,” he added.
The Johannesburg Chamber of Commerce and Industry has expressed support for the mayor’s initiative, calling it a positive step towards restoring the city’s global image and economic competitiveness.
Beyond optics
While the campaign has been welcomed by many, urban analysts warn that sustaining such efforts requires consistent municipal service delivery, law enforcement, and community participation — beyond one-off public events.
City officials say the success of the CEO City Clean-Up will be measured not only by visible cleanliness but also by lasting change: reduced crime, improved infrastructure, and renewed investor confidence.
Looking ahead
Morero’s administration has promised to roll out similar clean-up operations across Johannesburg’s regions in the coming weeks, as part of a broader city renaissance drive ahead of major international and regional events.
For now, the mayor’s message is clear: Johannesburg’s renewal depends on everyone — from business executives to ordinary residents — working together to reclaim the city’s heart.