CANvas, the aluminium can recycle initiative by Every Can Counts and Covent Garden

Located in the heart of London, Covent Garden, West End's sustainable area, had collaborated for the second time with the non-profit recycling campaign 'Every Can Counts' to develop 'The #EveryCanCounts CANvas' initiative. Launched on Earth Day, Monday, April 22, the event's primary purpose was to promote the importance of recycling aluminium cans.

Made up of 700 aluminium drink cans, CANvas was created by famous street artist Jimmy C with a customised Earth Day design to promote awareness of aluminium's infinite recyclability and urge people to recycle their drink cans wherever they are.

 "We're so excited to partner with Covent Garden again and celebrate Earth Day with the reveal of our brand-new 'CANvas' installation. Earth Day is all about encouraging worldwide action to help benefit the environment and to preserve the planet, and recycling empty drink cans is something we can all easily do. Aluminum is infinitely recyclable, and every empty can could be recycled and back on a shop shelf as a brand-new can in just 60 days. Every can recycled also reduces the carbon footprint of the next can made, so small actions like recycling really do add up to help make a big difference," said Chris Latham-Warde, programme manager for Every Can Counts.

The installation is on the North Piazza of Covent Garden and will be on show until Tuesday, April 25, when Jimmy C will return to paint a fresh 'CANVAS' ahead of the Coronation weekend. The 'CANvas' project aims to create awareness of aluminium's limitless recyclability while encouraging people to recycle their drink cans wherever they are - since when recycled, each empty can be sold as a brand-new can in only 60 days.

There will also be a hashtag prize draw as part of the project, in which passers-by are invited to post a photo of the installation on social media with the #EveryCanCounts hashtag and tag Every Can Counts on Instagram, Facebook, or Twitter for a chance to win a £100 One4All Gift Card.

The exhibit also promotes Covent Garden's 2023 Sustainability Pledge to attain Net Zero Carbon by 2030 and additional Earth Day events in which many of its retail venues will provide sustainable activities and incentives to visitors.