Europe

Every Can Counts UK returned to Henham Park for another successful summer weekend at Latitude Festival, turning recycling into an interactive experience for the festivalgoers.

The ECC recycling ambassadors were joined by Canzee, the electric soapbox cars, the LATITUDE can cages and the iconic voting bins. 

Throughout the weekend, our UK chapter encouraged attendees to recycle on the go and engaged people in conversations about the importance of recycling their drink cans – highlighting that recycling aluminium saves up to 95% of the energy needed to produce it from raw materials.

The festival proved to be another opportunity for strong engagement, with nearly 1300 people completing the Every Can Counts recycling questionnaire and thousands of cans being collected and recycled in the ECC can cages and backpacks.

This activation demonstrates once again that when recycling is accessible, interactive and fun, people actively take part. By combining infrastructure with community engagement, Every Can Counts helps people turn simple actions into lasting habits.

More than 2,000 drink containers were recycled by residents and visitors as Every Can Counts Greece joined the Imagine Lemnos Plastic Free initiative, bringing recycling and circularity into one of the island’s traditional summer celebrations.

As part of Imagine Lemnos Plastic Free, Every Can Counts Greece (Κάθε Κουτί Μετράει) and Solagro Smart Recycling brought an interactive recycling experience to the Agia Marina Panigyri in Androni, inviting residents and visitors to recycle during one of the island’s traditional summer celebrations.

Traditional summer festivals, or panigyria, are an integral part of Greek culture, bringing communities together through music, food and celebration. By bringing recycling into this setting, the activation showed how tradition and more sustainable habits can go hand in hand.

Recycle. Win. Support.

Under the message “Recycle. Win. Support.”, the activation brought together the Imagine Lemnos Plastic Free initiative, led by Lemnos Marine Conservation, Every Can Counts Greece, Solagro Smart Recycling, the Municipality of Lemnos and the Androni Cultural Association.

Visitors recycled aluminium drink cans using Solagro’s Digital Smart Flex system and the signature Every Can Counts recycling backpacks, making recycling easier, more interactive and more rewarding.

The award-winning digital recycling system, which received the Innovation of the Year award at the ESG Adria Summit 2025 in Montenegro, provided real-time information on the quantities and types of packaging collected, offering full transparency on the results of the collection. The system is designed to provide a convenient, easy-to-use and traceable recycling solution, particularly for packaging consumed on the go.

Participants recycled their packaging and entered a raffle for prizes offered by local businesses, as well as reusable metal bottles, encouraging more sustainable everyday habits.

The activation was also a great opportunity to highlight why every can counts. Aluminium can be recycled again and again without losing its properties. A drink can recycled today can be back on the shop shelf as a new can in as little as 60 days, while recycling aluminium saves up to 95% of the energy required to produce it from raw materials.

Beyond recycling, those who participated also contributed to environmental education on the island. Every Can Counts Greece will make a donation to Livadochori High School, supporting the environmental work being carried out in collaboration with Lemnos Marine Conservation. Through this contribution, more young people will have the opportunity to actively engage in protecting the natural environment of Lemnos.

Imagine Lemnos Plastic Free: bringing the community into the conversation

The Agia Marina Panigyri activation formed part of the wider Imagine Lemnos Plastic Free initiative led by Lemnos Marine Conservation, bringing together scientists, students, local authorities, businesses and citizens around a shared ambition: reducing single-use plastics and protecting the island’s marine environment.

In the days leading up to the Panigyri, the programme combined expert talks, student films, refill and reuse initiatives, environmental education and community discussions, including a roundtable that brought together experts, businesses and local stakeholders to exchange ideas and explore practical solutions for a more sustainable future for Lemnos.

Every Can Counts Greece took part in this wider conversation, bringing its perspective on recycling, circularity and the role awareness campaigns can play in encouraging behaviour change and keeping valuable materials like aluminium in circulation. The team also headed to Keros Surf Club, one of Greece’s best-known water sports destinations, where the ECC recycling ambassadors got visitors involved in drink can recycling.

From open dialogue and environmental education to hands-on recycling at one of Lemnos’ traditional summer celebrations, Imagine Lemnos Plastic Free showed the power of collaboration and active community participation in protecting the island’s natural environment.

The response from residents and visitors also showed that environmental awareness can become part of the places where people already meet, celebrate and connect.

Eleonora Georga, Mayor of Lemnos, said: “Traditional village festivals are an integral part of Lemnos’ identity and cultural heritage. It is especially important to combine these celebrations with initiatives that strengthen environmental awareness and help keep our island clean and beautiful for both residents and visitors. As the Municipality of Lemnos, we will continue supporting initiatives that encourage citizen participation and contribute to a more sustainable future for our island.”

Jelena Petljanski, Treasurer of Every Can Counts and Sustainability and Public Affairs Manager for Central and Eastern Europe at Ball Corporation, said: “What makes this initiative particularly interesting is that it brings recycling into a very authentic part of everyday life on Lemnos. A traditional panigyri may not be the first place people associate with innovation, but that is exactly where solutions like Smart Flex can make a difference: making recycling easy, accessible and rewarding while providing transparency on what is collected. Together with Every Can Counts and Solagro, we wanted to show that new technology and local tradition can work side by side — and help keep valuable materials such as aluminium in circulation.”

Eirini Topouzidou, Programme Manager, Every Can Counts Greece, said: “The strong participation from residents and visitors showed that people respond when recycling is accessible and connected to a positive experience. And we saw here on Lemnos that it can work with three key ingredients: innovation, awareness and a simple incentive. The smart digital system also offered a first glimpse of how the Deposit Return System (DRS) could become part of outdoor events in Greece in the coming years. The real opportunity is to turn moments like this into recycling habits that last beyond the event.”

Our local chapter in Italy, Ogni Lattina Vale, is taking aluminium can recycling to the coasts of Salerno and Calabria this summer. Coordinated by CIAL and supported by Coca-Cola Italy, the initiative puts can recycling in the spotlight on popular Italian beaches.

By bringing recycling infrastructure directly to where aluminium drink cans are consumed, this activation helps holidaymakers and residents build lasting recycling habits while keeping this valuable material in the loop. Recycling aluminium saves 95% more energy than producing it from raw materials.

In Salerno, the project has involved around 30 beach resorts in collaboration with local waste management operator Salerno Pulita. Dedicated collection bins and information materials have been distributed across participating venues to make recycling easy for beachgoers. This infrastructure is supported by a communication campaign on local TV, radio, press and social media platforms, ensuring the recycling message reaches the wider community through the summer season.

The campaign video, currently broadcasting across local media channels.

This initiative complements existing Ogni Lattina Vale activations in Calabria, especially across beaches within the Regional Marine Parks, under the patronage of the Calabria Region, involving numerous beach resorts and local communities along the coast.

In the Regional Marine Parks, the campaign has also been integrated with a seven-stage itinerant programme, organised thanks to MAVISTO (MareVisione Sostenibilità), a platform that promotes a culture of sustainability and marine conservation, whilst offering opportunities for inclusion and training to young people in vulnerable situations.

This project in Salerno and Calabria has reinforced the local Every Can Counts programme’s presence in southern Italy, turning beaches into venues for raising environmental awareness and fostering active participation in aluminium can recycling.

While Italy is one of Europe’s top performers in aluminium can recycling, collecting cans away from home remains one of the biggest opportunities to keep even more valuable material in the loop. By bringing recycling directly to the beach, Ogni Lattina Vale makes it easier for people to recycle wherever they are.

“Bringing the ‘Ogni Lattina Vale’ initiative to the beaches of Salerno and Calabria means strengthening the bond between the local area, its residents and good environmental practices, encouraging separate waste collection even during leisure time,” says Stefano Stellini, Director General of CIAL. “The high recycling rates achieved by our country demonstrate just how well the system works, but to achieve further growth, it is essential to focus our efforts precisely on settings outside the home. Thanks to our collaboration with local authorities and operators in the area, we can make recycling increasingly simple, straightforward and accessible, transforming every can collected into a tangible resource for the environment.”

By transforming moments of leisure into opportunities for active responsibility, Ogni Lattina Vale proves that making recycling easy, accessible and part of everyday life is the key to building lasting habits.

At this year’s Graspop Metal Meeting in Belgium, the local Every Can Counts chapter joined forces with the festival to encourage festival goers to recycle their empty drink cans and highlight the infinite recyclability of aluminium.

Graspop Metal Meeting is not only one of Europe’s biggest hard rock and metal festivals, but also an event committed to eco-friendly practices and sustainability. Festival Director Peter Van Geel describes the partnership with Every Can Counts as a logical step towards a more eco-friendly event, where suppliers, partners, and volunteers all contribute together.

True recycling impact comes from real engagement rather than just providing the recycling infrastructure. Armed with the programme’s iconic recycling backpacks, Every Can Counts ambassadors interacted with festivalgoers on-site, collecting empty drink cans, sharing key facts about aluminium circularity and distributing PMD (plastic packaging, metal packaging and drink cartons) recycling bags.

To inspire long-term sustainable habits, the activation focused on rewarding positive behaviour. Festival goers could exchange their full PMD bags for “Green Coins” provided by the organisers. These coins unlocked rewards such as exclusive #GMM26 gadgets or free rides on festival attractions, proving that recycling is effective when it is interactive and fun.

As David Van Heuverswyn, Global Director of Every Can Counts, explains:”Every beverage can that ends up in the wrong bin represents a loss of valuable raw materials.”

With aluminium being infinitely recyclable and recycling it saving 95% of the energy required to produce new metal from raw materials, every can recycled helps keep valuable material in the loop.

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For the third time, our UK chapter headed to London’s Alexandra Palace on Saturday 20th June to take on the famous downhill course, competing against 51 other creative teams in front of thousands of spectators.

The Red Bull Soapbox Race challenges teams to design the craziest contraptions that rely solely on gravity to navigate the 420-metre downhill course. Participants are then judged on creativity, speed, and showmanship.

The Every Can Counts UK four-person crew designed and built a recycling-themed soapbox to take on the course in front of thousands of spectators at London’s Alexandra Palace.

Meet the can-tastic driver

Inspired by a classic VW Beetle and incorporating recycled cans into the engine detail, the Every Can Counts Soapbox aimed to wow the judges and the crowds before taking on the thrilling down-hill course.

But since officially entering our lives in 2025, no Soapbox Race would be complete without the charm of Canzee! Made from approximately 400 recycled drink cans, Canzee is always happy to help create a buzz (and a lot of noise) to remind people about the benefits of recycling their empty cans.

However, this year, Canzee made a very special appearance as the driver of our soapbox! Well… that’s what the ECC UK team wanted the crowds to believe! The performance created the illusion that Canzee had bravely taken the wheel and was ready to hurtle down the track. The reality? Hidden inside was the ECC UK Programme’s Manager, Chris Latham-Warde, who has successfully taken all three of the ECC UK Soapboxes straight to the hay bales at the end of the course.

Canzee might have taken a backseat this time, but he still managed to win over the judges (scoring 31/40 for the ECC UK team’s performance) and the crowds before we’d even taken to the course!

The fastest Soapbox yet

So to answer the burning question… Did our UK chapter beat their epic 3rd-place podium finish in 2024?

Things started to take a dramatic turn during this year’s race, with Canzee dramatically flopping over Chris and obscuring his vision shortly after one of the jumps. The fake engine dropped out of the bottom and started dragging along the floor during another jump, and for a moment, we thought it might all be over for our canny mascot…

But after reaching 26mph down the track, the team successfully crossed the finish line in just over 40 seconds, making this soapbox their fastest yet.

Canzee might not have taken to the podium, but he helped the UK chapter secure 5th place for team Every Can Counts.

More than just a Soapbox Race

There’s no doubt about it… the Red Bull Soapbox Race has to be one of the most iconic events in the ECC UK calendar and one they look forward to every time it comes around. And because they race in the name of recycling, their presence at Alexandra Palace is about much more than aiming for that elusive 1st place spot on the podium.

Throughout the day, the Every Can Counts UK team of recycling ambassadors were on hand to spark conversations with attendees about the benefits of recycling their empty drink cans. And to make recycling as easy and accessible as possible, the ambassadors roamed Alexandra Palace with their iconic can-shaped backpacks, bringing the recycling bin directly to attendees. Canzee also roamed the site to create excitement for the race and show everyone why every can really does count.

They also brought two sets of the ECC “I HEART RECYCLING” can cages to race day and, thanks to the support of all the attendees at the Soapbox Race, both sets of cages were full to the brim by the end of the day.

Every can really does count

Chris Latham-Warde, programme manager for Every Can Counts UK, said: “This is our third year at the Red Bull Soapbox Race, and it’s one of the highlights of our calendar. The atmosphere is brilliant, the crowds are huge and so engaged, and it’s a fantastic chance to show off our soapbox design while reminding people why recycling matters – especially on the go”.

“An aluminium can you recycle today could be back on the shop shelf as a new can in just 60 days – and that cycle can continue forever. That’s what makes aluminium so valuable, and why every can really does count, including at events like the Soapbox race.” 

The National Theatre of Northern Greece, our Greek chapter Kathe Kouti Metrai and NYMFI beer are joining forces once again at Thessaloniki’s Forest Festival, while supporting the SOS Children’s Village in Plagiari.

For the second year running, the National Theatre of Northern Greece, Kathe Kouti Metrai and NYMFI beer are renewing their partnership, proving that sustainability and clean public spaces go hand in hand with culture.

Following the positive response to the 2025 pilot project, the initiative returns this year for the entire summer season. Its aim is to inspire audiences to recycle their drink cans and help keep valuable materials in circulation, while reducing the environmental footprint of every event.

The first awareness activation took place on Monday, June 8th, at the Earth Theatre (Theatro Gis). Through September, visitors at both the Forest Theatre (Theatro Dasous) and the Earth Theatre will have the opportunity to recycle the cans consumed during concerts and theatrical performances. To make drink can recycling easy and visible for visitors, impressive metal installation bins spelling out the initials “ΚΘΒΕ” have been placed at the entrances of both theatres. At the same time, Kathe Kouti Metrai recycling ambassadors, equipped with their signature green backpacks, will be among the crowd at selected concerts to inform the public and collect cans on the go.

Asterios Peltekis, Artistic Director of NTNG, stated: “Theatre must listen to the needs of society and the planet. With this new initiative, we turn an evening out for entertainment into an act of environmental responsibility. By placing dedicated recycling points in our theatres, we invite the audience to become our active allies. A metal can is not waste; it is a new raw material. At the National Theatre of Northern Greece, we believe that protecting the environment is a matter of culture, and we make it part of our daily practice.”

“We believe that enjoyment and responsibility can coexist. Through this initiative, we encourage the audience to enjoy the magic of theatre and music while protecting the environment and contributing to an important social cause,” noted Lazaros Vogiatzoglou, Sponsorships & Events Area Manager at Athenian Brewery.

“Every summer, thousands of drink cans are consumed at concerts and cultural events. When recycled, aluminium can be back on the shelf as a new can in as little as 60 days, ready to begin the cycle again. Activations like this help turn awareness into action and demonstrate how cultural institutions, citizens and brands can work together to keep valuable materials in the loop and build lasting recycling habits,” said Eirini Topouzidou, Programme Manager at Every Can Counts Greece (Kathe Kouti Metrai).

Recycling for a good cause

If you believe in the magic of recycling, nothing is impossible. A small change in our daily habits, like recycling a drink can, can create a positive impact on both the planet and society.

Every can recycled during  this year’s Forest Theatre Festival helps reduce CO₂ emissions and saves 95% of the energy required for primary aluminium production. By keeping this valuable material in circulation, visitors are contributing to a more circular future while supporting an important social cause.

All collected cans will be delivered to Elval, the aluminium rolling division of ElvalHalcor, for recycling, helping keep valuable aluminium in the loop.  And all proceeds will be donated to support the SOS Children’s Village in Plagiari.

Watch the highlights :

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.

On June 4 2026, ahead of World Environment Day, our Czech chapter, Každá plechovka se počítá, held a recycling engagement activation at Riegrovy Sady Park in Prague. Moving into another year of successful collaboration with the Prague 2 Municipality, the initiative focused on turning environmental awareness into action by promoting sustainable on-the-go recycling habits.

The activation centred around the established Every Can Counts metal heart collection point, encouraging passers-by to recycle their empty drink cans right on the spot. To elevate the educational impact, the Every Can Counts Czech team introduced an interactive opinion wall. This setup engaged citizens in meaningful dialogue about aluminium can recycling and the broader topic of the Deposit Return System. Meanwhile, our ambassadors with the iconic backpacks were on site, collecting drink cans and reminding attendees that every can recycled helps keep aluminium in the loop. In fact, recycling aluminium saves 95% of the energy needed to produce it from raw materials.

Každá plechovka se počítá also established a new strategic partnership with local beverage producer Prager’s, which offered non-alcoholic beverages in aluminium cans to the visitors. At the same time, the ECC recycling ambassadors were helping people recycle their empty cans throughout the event, guiding them from consumption to proper recycling in the metal heart infrastructure. 

The biggest attention driver, however, was the debut of Canny, a character costume made entirely from cans. Canny drew significant attention both through the striking visual appearance and the distinctive rattling sound of the cans, prompting many people to stop, engage and take photos. Passers-by were eager to capture selfies with Canny and the character was an instant hit with children, who were especially curious to find out whether there was “a real person” inside the costume.

The activation was once again supported by Jan Recman, Deputy Mayor for the Environment of Prague 2, who publicly backed the installation of the ECC metal heart in Riegrovy Sady. 

Tereza Gyurjánová, Czech Republic Director of Každá plechovka se počítá, stated: “Our goal is to show that recycling makes perfect sense even when we are on the move. By installing the heart-shaped collection point in Riegrovy Sady, we want to make sorting as easy as possible for the public and demonstrate that every correctly recycled drink can truly counts.

Každá plechovka se počítá achieved significant nationwide visibility, putting recycling in the spotlight. The campaign secured a dedicated feature on the national public broadcaster, Czech Television (ČT), providing our Czech chapter with the opportunity to raise broader public awareness and once again elevate the discussion around the Deposit Return System at a nationwide level. The campaign also secured a front-page photo feature in Metro, Prague’s most-read daily newspaper.

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During Belgrade’s Street Food Festival Palilulac in May, our local chapter, Svaka limenka se računa, once again made drink can recycling a fun and rewarding part of the festival experience.

The event featured street food flavours from around the world, live DJ performances and outdoor activities. 

As part of the Every Can Counts’ long-standing cooperation with the festival, recycling ambassadors were on the ground to encourage visitors to recycle their drink cans. To drive further engagement, those who collected five cans received a Smart Flex voucher for refreshing drinks – a symbolic reward for responsible recycling. This activation attracted strong participation and reinforced the message that recycling can become part of everyday festival experiences. Also, throughout the festival days, attendees used dedicated recycling bins across the venue to recycle their cans.

A highlight of the event was the “Re-can” zone, a green chill-out area where visitors could relax, enjoy the Every Can Counts CANvas artwork, discover more about aluminium recycling and learn how cans can be recycled again and again without losing their quality. 

By combining food, music, entertainment and sustainability, Street Food Festival PALILULAC once again proved that cultural events can effectively drive behaviour change. Making drink can recycling an interactive, visible and rewarding part of the festival experience is an impactful way to inspire sustainable habits.

From 1–3 May, UNDERGRAD FEST took place beneath Maglič Fortress, demonstrating once again how community, culture and sustainability can go hand in hand.

More than 4,000 people from Serbia and across the region gathered to enjoy concerts, workshops and outdoor activities. Our local chapter, Svaka limenka se računa, was there to encourage festival-goers to keep the cycle going. The recycling ambassadors, wearing the signature Every Can Counts backpacks, were collecting the used drink cans from people on-the-go. 

Together with Every Can Counts, festival visitors collected more than 10,000 cans for recycling during the festival. The impact is clear, as recycling aluminium saves 95% of the energy required to produce it from raw materials.

Environmental responsibility had center stage throughout the event. Alongside the recycling drive, the festival featured local sustainable brands, small producers and waste reduction initiatives across the site.
The positive energy continued even after the music stopped—with more than three tons of waste removed from the area thanks to the joint efforts of organisers, partners, and visitors.

Every small action, like properly recycling a can, can make a big difference. Events like UNDERGRAD FEST prove that working together can have a meaningful environmental impact.

See the highlights: