The fourth edition of the Every Can Counts International Recycling Tour invited everyone to participate in #GenerationRestoration, in line with this year’s World Environment Day theme. Showcasing #PixelCan art installations of endangered animals, the tour celebrated the recyclability of drink cans and called for environmental action across 16 countries in Europe, Brazil, and the UAE.
This vibrant campaign engaged communities both on the ground and online, showing the world that we CAN make a difference! Our dedicated recycling ambassadors, easily recognisable by their green backpacks, roamed city centres, urban parks, popular beaches, and festivals. Their mission was clear: to educate and inspire individuals about the importance of drink can recycling. Recycling just one tonne of aluminium can save nine tonnes of CO2 emissions and preserve four tonnes of bauxite, the essential raw material for aluminium production.
From the beaches of Rio de Janeiro to the historic streets of Prague and the bustling streets of The Hague, more than 100 recycling ambassadors engaged with locals and visitors, spreading awareness about the infinite possibilities of aluminium drink cans that, if recycled, could be back on a shop shelf as brand new cans in just 60 days.
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#PixelCan Installations Featuring Endangered Animals Inspired Environmental Action
Central to the campaign were the Every Can Counts #PixelCan installations, crafted from 2,000 recycled drink cans. These striking art installations spotlighted four endangered and vulnerable animals – polar bear, tiger, sea turtle, and chimpanzee – species whose ecosystems are degraded by the climate crisis. The giant displays not only captivated audiences but also sparked conversations about what individuals can do to reduce their environmental impact and contribute to the preservation of natural habitats and resources.
To keep global warming below 2°C and avoid its most harmful effects, we must slash greenhouse gas emissions by nearly half by 2030. According to the United Nations, halting and reversing the degradation of lands and oceans can prevent the loss of 1 million endangered species. Restoring just 15 percent of ecosystems in priority areas can reduce extinctions by 60 percent through improved habitats.
Every Can Counts Towards 100% Drink Can Recycling
“The pressing need for decarbonisation and minimizing humanity’s environmental impact perfectly aligns with Every Can Counts’ mission. In 2023 alone, Every Can Counts reached 183.5 million people worldwide, facilitating the recycling of over 55 million drink cans through event activations and partnerships. We keep working towards our vision to inspire behaviour change and help reach 100% can recycling,” says David Van Heuverswyn, Director of Every Can Counts Global.
Partnerships with local authorities amplified the campaign’s reach, encouraging individuals to share their own recycling stories under the hashtag #IRT2024. This collaborative effort demonstrated how simple actions like drink can recycling can contribute to a sustainable future for all life on Earth.
Every Can Counts operates in 21 countries, joining forces with drink brands, waste management companies, event organisers, and local authorities to empower individuals to make a difference through simple actions like recycling drink cans. Together, we turn recycling into endless fun while delivering a resounding message about the power of collective action in creating a truly circular economy.
Full List of #IRT2024 Locations: Alcalá de Henares, Antwerp, Belgrade, Brest, Bristol, Bucharest, Budapest, Bydgoszcz, Catania, Dubai, Dublin, Kotor, Prague, Rio de Janeiro, The Hague, Thessaloniki