ECC celebrates 15 years of revolutionising aluminium can recycling in the UK

Every Can Counts (ECC), a not-for-profit communication initiative aimed at achieving a 100 per cent recycling rate for drink cans, is proudly celebrating its 15th anniversary. Established in Birmingham in 2009 as a workplace recycling program, ECC has expanded its reach to 21 countries worldwide, including Brazil, the United Arab Emirates, and, most recently, the United States.

The celebration

To commemorate this milestone, 27 ECC representatives gathered in Prague before the European Aluminium Packaging & Recycling Seminar. During the celebrations, attendees shared local success stories and engaged in discussions about the future direction of the program's global strategy.

The Every Can Counts (ECC) program was launched 15 years ago after the Aluminium Packaging Recycling Organisation (Alupro) recognized that many workplaces lacked the infrastructure for employees to recycle their drink cans. Since its inception, ECC has expanded its efforts to engage consumers beyond the workplace, encouraging the recycling of empty aluminium cans wherever people may be.

When the program began, 54 per cent of the UK's aluminium drink cans were recycled. Through creative partnerships and activations, ECC has significantly increased this figure to 81 per cent. To date, over 19,000 ECC collection boxes have been distributed across the UK since the program's launch, further promoting the benefits of can recycling and improving public recycling facilities.

ECC's journey so far

Since its first festival appearance in 2010 to securing third place in this year's Red Bull Soapbox Race, Every Can Counts (ECC) has taken its recycling message to over 150 festivals, brand activations, and sports events. ECC has also partnered directly with 14 leading drink brands, such as Molson Coors Beverage Company in early 2024, to further promote the benefits of can recycling. ECC's eye-catching installations, including a giant rainbow made from 2,500 recycled cans, have appeared in 13 locations over the years, such as St Paul's Cathedral and Glasgow during COP26.

ECC's annual International Recycling Tour, launched in 2020, further highlighted recycling efforts with a new sustainability theme each year, featuring the unique PixelCan artwork made from 2,000 recycled cans. The initiative has also awarded 30 Green Can Awards to businesses, organizations, and individuals who have excelled in promoting aluminium can recycling within their communities. Among the winners is Crewe Clean Team, which has recycled over 200,000 drink cans in the past decade.

With support from Every Can Counts (ECC), 50 community groups across the UK have set up local can recycling initiatives, using these efforts to drive further positive change. One example is Cans4City, which has collected over 19 tonnes of drink cans and raised more than £15,400 for Exeter City Community Trust through its recycling activities.

"Since Every Can Counts was founded, the recycling rate for aluminium drink cans in the UK has increased by an impressive 27 per cent. We're incredibly proud of our contribution to this movement, beating the drum about the importance of recycling used drink cans and inspiring positive behaviour change. We've come a long way from humble beginnings in Birmingham to evolving into a global programme with an ever-growing team working hard to spread our message – including that every can recycled can be back on the shelf in 60 days and recycled time and time again. We can't wait to see what the next 15 years have in store for us as we continue to inspire and empower individuals to recycle," said Chris Latham-Warde, Programme Manager at Every Can Counts.