Every Can Counts has contributed to Britain's environmental sustainability by collecting and recycling over 64,000 aluminium drink cans at different festivals and events this summer, all while sharing the recycling word and encouraging positive behaviour change. The non-profit recycling initiative visited 12 key events around the UK, beginning in June with its International Recycling Tour to commemorate World Environment Day.
Chris Latham-Warde, programme manager at Every Can Counts, said, "Despite the unreliable weather, it's been really enjoyable to work with such major festivals and event organisers, alongside our drink brand partners, to spread the recycling message this summer in so many fun and interactive ways."
The tour, currently in its third year, is a worldwide awareness campaign that promotes sustainable living by urging people to keep outdoor public places clean and recycle their empty drink cans everywhere they go. Every Can Counts debuted a nature-inspired installation at the pop music event Mighty Hoopla in London's Brockwell Park as part of this year's UK campaign. The PixelCan artwork, made of 2,000 drink cans, had tiger eyes meant to create a 'watching effect' over festival guests, inspiring them to do the right thing and recycle their drink cans.
The awareness activations continued throughout the summer, from the Download Festival to the Formula 1 British Grand Prix, delivering a variety of immersive exhibits, games, and events aimed at motivating positive behavioural change. Every Can Counts has collaborated with a number of its beverage brand partners, including Pernod Ricard UK, Red Bull, Most Wanted Wines, White Claw Hard Seltzer, and Canned Wine Co, to provide recycling backpacks, cages, and bins to assist in getting their consumers interested and recycling at their events.
"Thanks to engaged festival-goers and our brilliant team of Every Can Counts ambassadors, our message has been spread far and wide across the UK this summer. On top of that, more than 64,000 cans were collected and recycled by our team, and will be back on shop shelves in as little as 60 days. The cycle is never-ending and together, we can create greener festival and event environments as we continue to strive towards our aim of achieving a 100% drink can recycling rate. We're already looking forward to next summer for another season of good music, recycling fun and hopefully some more sunshine!" added Chris Latham-Warde.
A team of 42 ambassadors worked diligently throughout the summer to disseminate the Every Can Counts message and engage festival-goers, with over 5,000 individuals participating in a recycling survey. According to the poll, more than half of individuals (57 per cent) believe that aluminium drink cans are the most ecologically friendly drink packaging. However, three in ten (28 per cent) must know that metal is indefinitely recyclable.
Every Can Counts is a one-of-a-kind collaboration involving beverage can makers, beverage can fillers, and the more significant recycling sector to obtain a 100 per cent recycling rate for beverage cans. The project offers free recycling assistance to companies and institutions across the United Kingdom.
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