On 10 May 2026, Cada Lata Conta, our Brazilian chapter, partnered with the 13th edition of the Wings for Life World Run in Brasilia, putting aluminium can recycling in the spotlight.
The global charity race, organised by Red Bull, directs 100% of its entry fees to spinal cord injury research. This partnership allowed the initiative to support a meaningful social cause while showcasing sustainable habits on the ground, making environmental education a natural part of the race day.
Coordinated by the Brazilian Aluminium Can Association, Cada Lata Conta executed an activation focused on environmental awareness and circularity. The programme turned awareness into action by introducing interactive ECC visual materials, from eye-catching signs to washable tattoos, educational hubs and a giant letter-bin structure. On the ground, a dedicated team of waste pickers along with the Every Can Counts recycling ambassadors with their iconic backpacks engaged directly with athletes and spectators, helping them recycle their empty drink cans right on the spot.
To ensure proper waste collection, the initiative joined forces with local cooperatives COOPERLIVRE and RECICLA. Throughout the day, over 2,000 cans were collected.
Real behaviour change occurs when recycling is made both accessible and interactive. By bringing environmental education directly into the energy of the race day, Cada Lata Conta reminded participants of the importance of aluminium can recycling. In fact, recycling aluminium saves 95% of the energy needed to produce it from raw materials – proving that every can counts, everywhere.