Europe

Featuring art installations with endangered animals, the tour celebrates the recyclability of drink cans and calls for environmental action across 16 countries.

We are excited to announce the fourth edition of the International Recycling Tour, Every Can Counts’ global awareness campaign launched to celebrate World Environment Day, and highlight the importance of drink can recycling in saving valuable resources and mitigating climate change. Recycling just 1 tonne of aluminium can save 9 tonnes of CO2 emissions and preserve 4 tonnes of bauxite, the essential raw material for aluminium production.

Kicking off on June 5th, with activities spanning the upcoming weekend, this campaign will take place across 16 cities in Europe, Brazil, and the U.A.E. Dedicated recycling ambassadors, embodying the programme’s mission to promote the recycling of drink cans consumed outside the home, will don their backpacks and move through bustling cities, urban parks, popular beaches and festivals, inviting people to recycle their empty cans on the go.

In line with this year’s World Environment Day theme, which calls on everyone to become #GenerationRestoration, the International Recycling Tour 2024 also makes a bold visual statement with its PixelCan installations. Created from over 2,000 aluminium drink cans, these artworks spotlight four iconic animals—polar bear, tiger, sea turtle, and chimpanzee—that are endangered or vulnerable due to ecosystem degradation caused by human activities. Each participating city will display one of these at-risk animals, encouraging people to join the global restoration movement and share their photos on social media.

Nations taking part in the activities include Belgium, Brazil, the Czech Republic, France, Greece, Hungary, Ireland, Italy, Montenegro, the Netherlands, Poland, Romania, Serbia, Spain, the United Arab Emirates, and the United Kingdom.

Working Towards 100% Drink Can Recycling in 21 Countries Around the World

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.

This urgent need for decarbonisation and reducing humanity’s environmental footprint aligns seamlessly with our mission. 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. In 2023 alone, we reached 183.5 million people worldwide, helping recycle over 55 million drink cans through event activations and partnerships.

“Our vision is to achieve 100% global drink can recycling! Every can recycled can be back on the shelf in 60 days, and campaigns like the International Recycling Tour bring us one step closer to this vision, demonstrating the power of collective action in creating a truly circular economy for the benefit of both people and nature,” says David Van Heuverswyn, Director of Every Can Counts Global.

Full List of Locations: Alcalá de Henares, Antwerp, Belgrade, Brest, Bristol, Bucharest, Budapest, Bydgoszcz, Catania, Dubai, Dublin, Kotor, Prague, Rio de Janeiro, The Hague, Thessaloniki

The recently concluded 1oth Belgrade Manifesto provided a significant platform for our Serbian team, Svaka limenka se računa, to inspire and influence individuals towards more sustainable choices. This major event in Belgrade was a prime opportunity for our team to emphasize the importance of aluminium recycling, mainly targeting younger audiences.

Svaka limenka se računa took an active role throughout the event, held at the iconic Kalemegdan fortress in the heart of the city. Recycling ambassadors, equipped with backpacks, actively encouraged visitors to dispose of aluminium cans responsibly. Designated recycling bins were strategically placed for easy waste disposal. Over the course of Friday, Saturday, and Sunday, a substantial amount of aluminium was collected, reinforcing the message that aluminium is a material that can be endlessly recycled with no losses.

The Belgrade Manifesto is renowned for gathering numerous exhibitors from Serbia and the region, showcasing a variety of tourist and gastronomic offerings in creatively presented displays. Set against the stunning backdrop of the Kalemegdan fortress, which offers panoramic views of the Danube and Sava rivers, this event annually attracts a diverse audience eager to explore cultural, culinary, and recreational opportunities.

At the recent Science Picnic held on May 17th and 18th, the message echoed clearly: “The main goal is to learn how to defend nature.” This vibrant event, hosted at the Arboretum of the Faculty of Forestry in Belgrade, gathered enthusiasts of all ages under the banner of environmental stewardship and sustainability.

In collaboration with Ball Packaging, our Serbian team, Svaka limenka se računa, highlighted a shared commitment to environmental protection. Their participation underscored a unified message that organizers, participants, and visitors echoed: let’s defend nature.

Our initiative actively promoted environmental awareness by encouraging attendees, particularly young people, to recycle their empty aluminium cans. Throughout the venue, dedicated recycling ambassadors equipped with backpacks facilitated the convenient recycling of used drink cans on the go. Strategically placed recycling points and the eye-catching XO Box creatively supported the importance of recycling in safeguarding our planet.

The Science Picnic itself was a testament to educational engagement and community spirit. Seventeen faculties and various organizations collaborated to offer a rich programme tailored for younger participants, emphasizing sustainability and ecological responsibility themes. Visitors were treated to the serene green spaces of Belgrade’s historic Faculty of Forestry, fostering a deeper appreciation for nature and its conservation.

Central to the event’s mission was the drive to reduce plastic usage, aligning with global efforts to combat plastic pollution and promote eco-friendly practices. Through interactive exhibits and educational workshops, attendees were empowered to adopt more sustainable habits and contribute positively to environmental conservation.

Our initiative, Cada Lata Cuenta, has teamed up with Real Betis Balompié, a top-tier team in the Spanish soccer league, to promote sustainability during the Forever Green Match. This collaboration aims to encourage fans to recycle aluminium cans both inside and outside the stadium.

Over 50 recycling ambassadors are involved in this activation, each equipped with the programme’s signature backpack to collect drink cans and spread the message of aluminium’s infinite recyclability. Additionally, Cada Lata Cuenta placed yellow bins in the fan zones, uniting efforts with the vendors in these areas to ensure a separate collection system and achieve 100% recycling.

Inside the stadium, recycling ambassadors were also on hand to collect organic waste to reduce the contamination of recyclable materials while educating fans and fostering a culture of environmental protection.

Pablo García, the director of Cada Lata Cuenta, explains, “Each recycled can saves up to 70% of the water needed to produce a new one from virgin material and can be recycled infinitely. That’s why we joined forces with the Forever Green initiative to tackle drought. Recycling drink cans and packaging also helps preserve water.”

Through this impactful initiative, supported by Forever Green aims to highlight the threat of drought and encourage responsible water usage, leveraging the platform of sports. To achieve this goal, Real Betis will carry out up to 40 initiatives on match days to champion the battle against water scarcity.

From May 10th to 12th, the Street Food Festival delighted visitors at Tašmajdan Park, with our Serbian initiative, Svaka limenka se računa, actively participating in promoting drink can recycling and environmental conservation.

Throughout the three-day festival, attendees enjoyed a diverse array of cuisines from around the world, including American, Lebanese, Italian, Japanese, Chinese, Korean, and traditional Serbian dishes. Amidst the culinary delights, our team facilitated a socially responsible campaign encouraging festival-goers to recycle their aluminium cans. Multiple recycling points were strategically placed across the venue, equipped with special bins for easy disposal, accompanied by recycling ambassadors with the programme’s signature backpacks designed to collect used cans on the spot.

Adding to the festival’s artistic flair, street art performers created a striking PixelCan installation made from 2,000 recycled cans. This installation served as a visual reminder of the importance of recycling and environmental protection. Tašmajdan Park welcomed over 15,000 visitors during the festival, including young people, families, tourists, and food enthusiasts, all enjoying the picturesque surroundings of one of Belgrade’s most beautiful parks.

This event marks the first in a series of Street Food Festivals planned for this year, where Svaka limenka se računa will continue its mission to raise awareness about environmental stewardship and the significance of recycling.

The first May weekend was filled with sunshine and sustainability as our metal heart made its mark at the United Islands of Prague. The heart, accompanied by information panels, was a collaborative effort between our initiative in Czechia, Každá plechovka se počítá, and the festival.

Visitors to the city centre’s islands in the middle of the Vltava River had the opportunity to engage with the metal heart, recycle their empty drink cans while gaining insight into the importance of recycling and environmental conservation. The vibrant panels provided valuable information, shedding light on the significance of every aluminium can and the collective impact of recycling.

United Islands is an international multi-genre music festival held in Prague since 2004. The festival is admission-free and showcases new musical discoveries while also offering a rich non-musical program reflecting current social issues. It traditionally takes place in the historic centre of the Prague islands. The vibrant atmosphere and the enthusiastic participation of visitors added to the wonderful experience.

The four metre structure is made from more than 2,500 recycled cans and has been created to raise awareness about the importance of recycling. The #EveryCanCounts Rainbow was revealed on Friday 19th April and will be on display outside the station by City Square in Leeds until Monday night which ties into this year’s Earth Day.

Every Can Counts UK Commemorates Earth Day

Earth Day hopes to inspire individuals to yield their power and influence as consumers by making more sustainable choices.

Last year, over 9 billion drink cans were recycled in the UK—the equivalent of covering Elland Road’s football pitch with drink cans almost a million times ove. Moreover, recycling one tonne of aluminium saves nine tonnes of CO2 emissions, meaning that in 2023, the carbon savings generated by recycling drink cans equated to taking over 246,500 cars off the road.

According to our team’s new research, Leeds residents drink an average of five cans a week, of which people say they recycle around 74%. Even though half (54%) say they are more aware of environmental issues than they were 12 months ago, 41% admit that they put recyclable items in refuse bins if recycling facilities aren’t available.

Furthermore, the biggest barrier locals face whilst recycling is the lack of recycling bins in public places (68%), followed by the desire for more recyclable packaging (45%) and clearer signage on recycling bins (40%). Half (54%) also agree that more needs to be done to educate young people about the importance of recycling.

So… What Can You Do to Help?

In Leeds, eye-catching yellow recycling-on-the-go bins for drinking cans can be found across the city centre and in town centres including Chapel Allerton, Headingley, Garforth, Morley, Otley and Wetherby. This makes it easier than ever for all residents to recycle all they can when out and about as well as at home in their green bins, helping Leeds’ ambition to ultimately become a carbon-neutral city by 2030.

In 2023/24, 398 tonnes of aluminium were collected from the green and recycling-on-the-go high street bins, the equivalent of over 28 million drink cans. If every Leeds household put two more drink cans in their green bin every collection, there would be another 19 million cans recycled in Leeds each year.

Last month also saw 10,000 more Leeds households move on to fortnightly collections, aimed at supporting and encouraging increased recycling. A further 20,000 more are due to move on to weekly collections from early summer.

We want the Every Can Counts Rainbow installation to act as a reminder that your small actions CAN make a big impact on our planet. By recycling just one aluminium drink you could save enough energy to power your laptop for 4 hours. So, this #EarthDay we want you to remember that although your drink can might be small, your actions really add up to paint a bigger picture… much like the 2,500 drink cans which make up our colorful archway!

How You Can Get Involved

Alongside the new installation, our initiative in the UK is also giving away a £150 Trinity Leeds Gift Card to one lucky winner. To enter the competition, entrants must post a photo of the rainbow in Leeds on Instagram, Facebook, or X before midnight on Thursday 25th April, using the #EveryCanCounts hashtag and tagging our team’s social media channels.

The full competition T&Cs can be found here.

Chris Latham-Warde, Programme Manager for Every Can Counts UK, said: “We’re delighted to see our rainbow installation make its Leeds debut to mark Earth Day this year and look forward to seeing the photography locals capture as part of our competition!

“As well as brightening up the city centre, we hope our installation reminds people about the benefits of recycling their drink cans and makes them feel empowered to make sustainable choices.

“Aluminium can be recycled time and time again, and making cans from recycled metal uses 95% less energy than making them from raw materials. The people of Leeds can play their part in this process by ensuring their empty cans end up in the right bin, allowing this valuable material to remain in circulation.”  

Councillor Paul Wray, Leeds City Council deputy executive member for climate, energy, environment and green space at Leeds City Council, said: “It’s fantastic to see this striking rainbow arch in Leeds to celebrate Earth Day, hopefully it will get people talking about what more they can recycle to look after the planet.

“If we can all pledge to recycle our drink cans when we’re out and about, or at home in the green recycling bin, then these small changes can make a huge difference for the city and the planet.”

Building on their successful partnership from renowned summer festivals, our Greek chapter, Kathe Kouti Metrai, has now teamed up with Athenian Brewery to introduce ECC’s innovative drink can recycling solutions during Apokries, the Greek carnival season. This brand partnership sees ALFA Beer, one of the country’s most loved beer brands, collaborate with our programme to raise awareness about the importance of recycling drink cans at, not one but two of Greece’s popular carnival celebrations: The Carnival of Xanthi and the Carnival of Rethymno!

The initiative aims to support both the sustainability efforts of the festivities and local communities through the proceeds of recycling activities. 

Carnival of Xanthi

The Carnival of Xanthi, the nation’s second-largest, offered thousands of attendees a firsthand look at ECC’s recycling ambassadors in action. Joining forces with the Municipality of Xanthi, the initiative aimed to facilitate the separate collection of drink cans and raise environmental awareness among carnival-goers.

To achieve their objective, colossal recycling bins, crafted to spell out the city’s name, were positioned in front of the Xanthi FC Arena. These bins served dual purposes: facilitating drink can recycling and providing a distinctive backdrop for snapshots during the festivities. Throughout the grand parade, our recycling ambassadors, donning their iconic backpacks, engaged locals and tourists alike in the recycling effort, all while spreading the message of recycling with infectious enthusiasm and smiles. This collaborative initiative not only made recycling aluminum cans straightforward but also supported the local community, with the recycling proceeds destined for the Psychological Center of Xanthi.

The Carnival of Rethymno

Meanwhile, at the Carnival of Rethymno in Crete, the second year of partnership with the Municipality of Rethymnon brought us one step closer to helping reduce the event’s environmental footprint. Recycling stations were placed across key locations and popular areas to help carnival-goers recycle their empty cans and encourage active participation in the separate collection process. Moreover, attendees had the opportunity to recycle their empty cans in the giant metal bins, spelling out #RETHYMNO along the seaside of the old city, enhancing recycling opportunities.

During the carnival’s grand parade, a team of recycling ambassadors was at the heart of the festivities, helping carnival-goers recycle their drink cans on the go and raising awareness about the benefits of aluminum recycling in saving energy and preserving natural resources. The proceeds from the recycled drink cans will be donated to support the Rethymnon General Hospital. The #RETHYMNO installation will remain in the city as a permanent recycling station and a powerful reminder of aluminum’s infinite recyclability and the significant impact that simple acts, like recycling drink cans, can have on our communities.

The giant Every Can Counts rainbow installation is due to be unveiled in Festival Quarter as part of the St Patrick’s Festival this weekend (16 th and 17 th March).

Made from over 1,500 recycled cans, the structure has been created by Every Can Counts in partnership with Loreto College, which is based in St Stephen’s Green. 18 transition year students from Loreto College collected cans for the installation, with local recycling centres Rathmines Bring Centre and Windmill Road Civic Amenity Centre also making donations.

Pupils from the college also visited our initiative’s warehouse in Dublin earlier this month to learn more about the construction of the rainbow and how aluminium cans can be recycled time and time again, with empty cans recycled and back on a shop shelf as a brand-new can in just 60 days. During the Festival weekend, six recycling ambassadors will also be on hand to collect cans in recycling backpacks and conduct surveys with attendees to raise awareness on the importance of recycling.

The deposit value of the cans collected by the team is to be donated to Capuchin Day Centre, which was nominated by Loreto College. Capuchin Day Centre focuses on helping those who are struggling with homelessness in Dublin, providing them with shelter, hot meals, food parcels, medical services, counselling, and shower facilities. The giant rainbow installation arrives on the heels of the new Deposit Return Scheme, which was launched at the beginning of February.

Research from Every Can Counts Ireland has found nearly seven in 10 (69%) say that the new Deposit Return Scheme will encourage them to recycle more, with concern for the environment the main motivating factor. Moreover, over three quarters (78%) of those living in the Republic of Ireland are more likely to purchase a drink container they consider to be recyclable, with aluminium cans, plastic bottles, and glass bottles at the top of their lists.

Chris Latham-Warde, Programme Manager for Every Can Counts UK & Ireland, said: “St Patrick’s Day is a fantastic celebration of Irish culture and heritage and we’re thrilled we could partner with Loreto College and St. Patrick’s Festival to take part in the festival this year. “As well as brightening up Dublin, our installation will remind people about the benefits of recycling their drink cans, particularly as we mark over a month since the Deposit Return Scheme launched in the Republic of Ireland.

“Aluminium can be recycled time and time again, and making cans from recycled metal uses 95% less energy than making them from raw materials. The people of Dublin and Ireland alike can play their part in this process by ensuring they return all of their empty cans, allowing this valuable material to remain in circulation.” 

Jackie Dempsey, Principal at Loreto College, said: “We couldn’t be prouder of our transition year pupils and their support of Every Can Counts’ installation at the St Patrick’s Festival this year.

“After spending several months collecting cans from all over Dublin, it’s great to see their hard work come to fruition in the form of the giant rainbow. The installation is not only eye catching but also a great reminder of the importance of recycling and the positive impact it has on our local community.”

Richard Tierney, CEO of St Patrick’s Festival, said: ‘’Every Can Counts is more than just a recycling initiative; it’s a symbol of community engagement and environmental stewardship. We’re thrilled to have them and the Loreto College as part of the St. Patrick’s Festival this year, reminding us of all that every action, no matter how small, counts towards a greener, brighter future for Ireland and beyond.

“We’d also like to say a huge thank you to the transition year pupils at Loreto College, who have spent months working on this project. We can’t wait to see their hard work in our Festival Quarter during the weekend”.

“Sustainability is one of our core organisational values, and it’s an area where we feel we can really lead from the front on. It’s integral to every aspect of what we do in the festival from production through to programme. We’re aiming to implement genuinely impactful initiatives on the ground while continuing to support thought-provoking creative pieces throughout our programme.

“We’re grateful to our partners like Every Can Counts for coming on this journey with us this year and look forward to working to improve our sustainability throughout every aspect of the festival going forward”.

Local recycling group Aluminium Can Recyclers for Hampshire and Isle of Wight Air Ambulance has won the Green Can Award for its ongoing sustainability efforts, which have seen over nine tonnes of aluminium recycled since September 2019.

The group, run by husband-and-wife duo Janice and David Lipscombe, were presented with a Green Can Award by our initiative, Every Can Counts UK, in recognition of their achievements. With over 239 members on Facebook and even more within the local community, the group recycles used aluminium cans and other metal items from 40 outdoor and 12 indoor collection points located in and around Hampshire.

From houses to pubs, clubs, church halls, and even a vineyard, the team works tirelessly to collect recyclable items from locals, with their efforts also extending to Winchester, Basingstoke, Marchwood and Totton where they support local litter picking teams.

All of the items they collect for recycling, which includes aluminium packaging, electric cables, brass, and copper, are then sold to local recyclers, H&S Metal Recycling Centre and Bryan Hurst Ltd, with all of the profits donated to Hampshire and Isle of Wight Air Ambulance. Each month, the group raises up to £700, and overall, they’ve donated £17,400 to the Air Ambulance team, with the funds contributing significantly to the running costs of the helicopters, which play an essential part in saving lives.

Janice Lipscombe, leader of Aluminium Can Recyclers for Hampshire and Isle of Wight Air Ambulance, said: “We’re so grateful for the support Every Can Counts UK has given us and couldn’t be prouder of our team after winning the Green Can Award. “When we first began collecting recyclable items back in September 2019, we were only able to make a £12 donation to Hampshire and Isle of Wight Air Ambulance, but since then, it’s completely snowballed, with us now giving over 50 times that amount monthly.

“We could never have predicted the success we’ve seen and wouldn’t have been able to pull it off without the help of each and every member of our growing team, including Alison and Martin Kukla, who are a great support in the Winchester area.”

Natalie Russell, Support Worker Engagement Officer at Hampshire and Isle of Wight Air Ambulance, said: “The Aluminium Recycling Group have been phenomenal champions of Hampshire and Isle of Wight Air Ambulance, raising over £7,000 in 2023 alone.

“Not only do they help us save lives when every minute counts, but they’re protecting our environment, one can at a time. Our patients and their families are grateful for their hard work, and they thoroughly deserve this award.”

Chris Latham-Warde, Programme Manager at Every Can Counts, added: “The efforts of Janice, David, and the rest of their team in Hampshire are just outstanding. Not only are they making a notable difference to the recycling levels in their area, but they’re also supporting the vital work of Hampshire and Isle of Wight Air Ambulance, which is truly inspirational.

“Groups like theirs go to show that every effort – big or small – to recycle can have a lasting positive impact, both within local communities and on the environment. “Aluminium can be recycled time after time, and every empty drink can be recycled and back on sale as a brand-new can in just 60 days.

We can’t wait to see the team continue to make a difference this year and we hope they inspire others across the UK to set-up community-based recycling initiatives of their own.”