Studies of litter have found that McDonald's is one of the most littered brands worldwide. In 2012, a Keep Australia Beautiful study found that McDonald's was the most littered brand in Queensland. In 2009, Keep Britain Tidy likewise found McDonald's to be the leading producer of fast-food litter on British streets, accounting for 29% of the total. An early protest against this practice was "Operation Send-It-Back", launched by London Greenpeace in 1994 in response to the company's targeting of activists in the McLibel Trial. Participants in Operation Send-It-Back returned 30 sacks of McDonald's litter to the company. In the 2010s, similar individual protests took place in New Zealand and England.