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The ambassadors of the European Recycling Tour conquered over 19 famous landmarks to recycle every can
The ambassadors of the European Recycling Tour conquered over 19 famous landmarks to recycle every can 1920 1282 adminEirini

The first-ever ‘on the go’ recycling campaign by Every Can Counts ran simultaneously in 15 countries and creatively communicated the value of drink cans recycling to over 4 million people across Europe.

Spotted in more than 19 European locations on the same day, over a hundred Every Can Counts ambassadors with colourful recycling backpacks roamed evergreen parks and busy urban locations to raise awareness about the importance of circular economy and proper waste disposal. The European Recycling Tour 2021 was initiated on the 5th of June, World Environment Day, with a goal to celebrate public spaces and inspire people to put their drink cans in the right bin.

  • Ardèche, FR
  • Budva, MNE
  • Amsterdam, NL

From the waterfronts of Ardèche in France and Pražská Náplavka in Prague, to the beaches of Siófok in Hungary and Alimos in Athens and iconic parks such as Madrid’s Rio, Vienna’s Prater and Amsterdam’s Vondelpark, the programme’s spirited backpackers conquered major corners of Europe. And then there were the interactive games, competitions and installations, including a gigantic heart-shaped recycling bin in the old town of Genoa and the absolute showstopper rainbow installation located in Piccadilly Gardens in Manchester; measuring four metres high and seven metres wide, and made out of more than 2,500 recycled drink cans, this arch highlighted the importance of recycling in the most spectacular way.

Partnerships with local authorities, eco-conscious influencers and popular drink brands, helped generate extra attention for the campaign which reached more than 4 million people, both in the field and online.

A tour that highlighted our common values about recycling

Social media fans had the chance to engage with a playful AR filter on Instagram and answer a short online survey regarding recycling habits. With over 8000 citizens completing the questionnaire across Europe, the results show that a staggering 96% of respondents believe that protecting the environment is fairly or very important. However, only 40% of the respondents recycle their drink cans when consumed on the go, while 60% say that more recycling bins in outdoor spaces would help them recycle more. When asked about the key criteria of sustainable packaging, the majority prioritised the following: “made from 100% recyclable material”, “infinitely recyclable”, and “can be produced and recycled inside Europe”.

60% of the respondents say that more recycling bins in outdoor spaces would help them recycle more.

“Aluminium drink cans meet all the requirements for sustainable packaging highlighted by the majority of respondents in our research, which is very encouraging. But it’s also clear that more work needs to be done from all sides when it comes to recycling on the go and putting our empties in the right bin for proper waste disposal and recycling”, says David Van Heuverswyn, Director of Every Can Counts Europe“. This visually impressive activation across Europe delivered a strong message about people acting in unison when it comes to achieving a truly circular economy, and if we are to reach our vision for 100% can recycling throughout Europe, we need all actors to do their part: the metal packaging industry, EPRs, local authorities, brands, as well as consumers”, he continues.

  • Madrid, ES
  • Siófok, HU
  • Bucharest, RO
  • Genoa, IT
  • Manchester, UK
  • Belgrade, RS
  • Dublin, IE
  • Thessaloniki, GR
  • Vienna, AT

The European Recycling Tour 2021 took place in Austria, the Czech Republic, France, Greece, Hungary, Ireland, Italy, Montenegro, the Netherlands, Poland, Romania, Serbia, Slovenia, Spain, and the United Kingdom. Powered by the enthusiasm encountered during the campaign, each country is now busy with an ever-evolving calendar of similar activations planned across their regional offices. These ongoing awareness initiatives will become the groundwork for a new, annual pan-European activation. In the meantime, let’s #KeepTheCycleGoing by always putting your metal packaging in the right bin!

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European Recycling Tour 2021
European Recycling Tour 2021 2560 1706 adminEirini

World Environment Day 2021: Every Can Counts Launches European Recycling Tour

An inspiring ‘on the go’ recycling campaign will run simultaneously in 15 countries and 19 locations across Europe to celebrate outdoor spaces and promote a more circular economy.

On the 5th of June, from lakes and city squares to parks and shopping streets, there will be a sight to behold all over Europe. Small teams with colourful backpacks will be buzzing around on a mission: to encourage people to keep public outdoor spaces clean and recycle their drink cans wherever they are.

Prompted by World Environment Day and a pandemic-induced increase in littering observed all over Europe, this initiative by Every Can Counts is a coordinated creative campaign taking place simultaneously in 15 countries and 19 locations. The backpackers participating in the European Recycling Tour 2021 will be seen in Austria, Czech Republic, France, Greece, Hungary, Ireland, Italy, Montenegro, Netherlands, Poland, Romania, Serbia, Slovenia, Spain, and the United Kingdom.

The first- ever can recycling tour in Europe!

While 2021 marks the first time this backpack campaign will run on a European scale, the concept behind it originates from 2017. What began as a local ‘on the go’ recycling and awareness activation will now serve as a platform to help amplify key messages and encourage small but important behavioural changes.

“Outdoor public spaces provided a much-needed escapism during the pandemic, and now is our turn to help protect them from an impending ‘littering pandemic’, a phenomenon we have sadly witnessed lately on a global scale. But World Environment Day is also a great opportunity to inspire people to put their empties in the right bin and invite them to be part of our vision for a 100% real aluminium drink can recycling. At the same time, the amount of energy saved by recycling (95%) corresponds to an equivalent saving in GHG emissions, making every can we recycle a key enabler for a truly circular economy”, says David Van Heuverswyn, Director of Every Can Counts Europe.

Buzzing backpackers on a mission to inspire and recycle drink cans across Europe

With outdoor public spaces becoming havens for relaxation, exercise, and escape during the pandemic, people have never been more aware of their important function. But when it comes to recycling in general, and “out of home” in particular, more work needs to be done. In a European poll conducted by Every Can Counts in 2020, while more than three-quarters of respondents said they always or often put their drinks packaging in the recycling bin when at home, only 48% recycle in outdoor locations. At the same time, 93% of Europeans would like to see more recycling bins on the streets, in public spaces, parks, beaches, or on trails.

The European Recycling Tour aims to remind people that keeping public outdoor spaces clean is a truly collaborative effort. Small everyday acts, like proper waste disposal, can help us all towards a more sustainable living and a healthier planet. 

The key message will be communicated playfully through various activities on the day, such as outdoor games, dance acts, and the now Instagram-famous rainbow of cans art installation. Each tour location will celebrate public spaces in a special way, with the backpackers roaming Amsterdam,  Ardèche, Athens, Belgrade, Brno, Bucharest, Budva, Dublin, Genoa, Kotor, Krakow, Ljubljana, Madrid, Manchester, Prague, Siófok, Thessaloniki, Vienna, and Wroclaw.

Always engaging in a socially distant way, they will encourage citizens to keep their surroundings clean and ask them to drop their used drink cans in their backpacks to make sure they will be recycled. People will also be offered to participate in short surveys with prizes and share their own recycling stories on social media channels with #EuropeanRecyclingTour2021.

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The Every Can Counts One Minute Brief
The Every Can Counts One Minute Brief 2560 1280 adminEirini

Our programme in the UK partnered up with One Minute Briefs, challenging Twitter users with the following design brief: 

Create posters that highlight the infinite recyclability of drink cans and inspire people to do the right thing with their empties. #EveryCanCounts 

The one-day challenge got more than 200 entries! Twitter users submitted their unique designs and sketches. Each one of them highlighted aluminium as a permanent material, and the environmental benefits of drink can recycling. 

There were so many gems among the submissions that picking the top 3 designs was no easy task for the Every Can Counts UK team.

The winners list:

1st place: @rowan_softley

This design ticks all of our boxes! It’s creative, clever, and it communicates the benefits of can recycling in a simple but really effective way.

2nd place: @jackhally

What better than a classic movie reference to help bring the recycling story to life? This minimal design is subtle but it really makes an impact. Great work.

3rd place: @StuartWitts

A clever design that both grabs attention and clearly illustrates the timelessness of a recycled drink can. Nice one Stuart!

Honorable mentions:

  • OBM entry: @mideascreative
  • OBM entry: @shaneohare13

  • OBM entry: @hitmakecopygood

  • OBM entry: @jackhally

  • OBM entry: @testkrofatter
  • OBM entry: @hannahhaworth15
  • OBM entry: @huliogeordio80

However, the submissions’ list doesn’t end here. Feeling inspired? Take a look at the collection with all the entries. 

Every can counts and by recycling your empties you leave a positive impact on the planet saving valuable energy and resources. Spreading the message was the purpose of the brief and, ultimately, it was creatively achieved!

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Smart can crushers help pave the way towards a circular economy in Belgrade
Smart can crushers help pave the way towards a circular economy in Belgrade 2560 1280 adminEirini

The citizens of Belgrade will find it even easier to recycle drink cans as the fifth smart can crusher is now proudly featured in the heart of the city’s center.

Located in front of the IDEA London store in Belgrade downtown, this smart compact machine offers a win-win solution to can recycling. Citizens get to reduce waste, preserve valuable resources, and at the same time win points and discounts for their help.

Smart can crusher-Belgrade1

Belgrade’s mayor Zoran Radojičić said that such initiatives provide citizens with the opportunity to actively engage in environmental protection. And also, ensure a safer future for the coming generations.

‘With initiatives like this, we manage to raise awareness about the importance of recycling. At the same time, we tackle two major global challenges. Saving valuable resources and reducing waste volume – using a technologically advanced solution. For us, it’s of utmost importance to promote recycling through such projects,’ said Radojičić.

Smart can crusher-Belgrade2

The director of the German Development Agency (GIZ) in Serbia has also invited the public to contribute to environmental protection by using the innovative drink can recycling solution. ‘In order to advance our sustainable development goals, it is vital to leverage the full potential of digitalization and join forces in all sectors. Therefore, the German Development Agency supports this initiative which is implemented in cooperation with the private sector and the City of Belgrade and addresses the challenge of environmental protection with the support of new technologies. Every can counts and I hope that many people will join this campaign. And also find the motivation to contribute to a better future with their actions,’ said Funke.

The use of a smart can crusher is easy, quick, and simple. In addition to waste reduction, it brings various benefits to anyone using it in an IDEA Organic store. Users can find the relevant app at: https://solagro.app. After inserting cans in the smart crusher, the user gets a unique QR code and collects points. These points unlock discounts on selected products. The Solagro platform can help citizens to find the closest location to a machine. Also, provides information about the recycling process, and tracks the number of recycled cans.

Smart can crusher-Belgrade3

Each recycled can gives 10 points, and depending on the number of collected points, the following discounts can be had. 50 points offer a 10% discount voucher for an item of choice. 100 points generate a voucher for a 20% discount and 200 points for a 25% discount. Citizens can use vouchers in all IDEA stores, Roda retail outlets, and Mercator hypermarkets.

Smart can crushers in Belgrade are deployed with the support of our programme in Serbia, Svaka limenka se računa, and the German Development Cooperation, implemented by GIZ within the ‘Smart Can Collection System in Cities’ project, jointly financed by Germany’s Federal Ministry of Economic Cooperation and Development (BMZ), Ball Packaging Europe, Mercator-S and Solagro. 

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Every Can Counts and The Naked Collective join forces in Ireland
Every Can Counts and The Naked Collective join forces in Ireland 2560 1280 adminEirini

While Ireland has one of the highest rates of aluminium drink can recycling in Europe, with 89% of cans in the country being recycled or recovered in 2019, there is still so much more we can do to reach 100%. One way is to collaborate with like-minded brands such as The Naked Collective, a carbon-neutral Irish startup that specialises in vegan, low-sugar vitamin drinks.

As the first-ever drinks brand partnership in Ireland for Every Can Counts, this collaboration aims to inspire and encourage more people to recycle their empty drink cans. Both partners will work together to spread the message that drink cans are endlessly recyclable, and at the same time The Naked Collective will provide funding to the Every Can Counts programme.

Founded in 2019 and based in County Kildare, The Naked Collective has designed drinks that meet the needs of both health and eco-conscious shoppers. Its first two product ranges, which recently launched in Ireland and the UK, include Mude and So.Beer – a range of vegan, natural sparkling beverages and non-alcoholic lagers. From sourcing its plant-friendly ingredients to recyclable and compostable packaging for its cans and boxes, sustainability is at the forefront of the brand. The partnership with Every Can Counts Ireland builds on its sustainability commitments and will help it achieve the goal of ensuring that 100% of its cans are recycled. 

Niall Phelan, Co-Founder of The Naked Collective said: “From the ingredients we use to our processes and packaging, our aim as a brand is to make the world a healthier, better place. “We’re a purpose-led company and our decision to partner with Every Can Counts shows exactly that. The partnership is us doing our bit to increase recycling rates in Ireland.”

Róisín O’Brien, Every Can Counts Ireland Programme Manager, said: “We’re very excited to announce our first Irish drink brand partnership with The Naked Collective. ‘’The company fits so well with what we’re trying to achieve as we both have the same mission – to save precious energy and resources by ensuring every drink can is recycled. We’re looking forward to working with The Naked Collective over the next year to help raise awareness and inspire recycling throughout the nation.”

As the saying goes, “If you want to go fast, go alone. If you want to go far, go together.”

el-metal-nunca-muere
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Metal Never Dies
Metal Never Dies 2560 1280 adminEirini

Heavy metal and aluminium, as a metal, have one thing in common: they never die. They can live forever without ever losing their unique properties. Thus, they never lose value and they are here to stay. So, it’s not surprising that legendary Spanish rockstars including Tete Novoa from Saratoga, Óscar Sancho from Lujuria and Mariskal Romero from La Heavy, have joined forces in a very creative campaign with one clever message, that Metal Never Dies. SeoPaslaugos.com pardavimų skatinimas, seo paslaugos, tinklapių optimizacija ir kita reklama internete už gerą kainą visoje Lietuvoje – Kaune, Vilniuje, Klaipėdoje, Šiauliuose, Mažeikiuose

Mariskal Romero, Tete Novoa, Óscar Sancho (source: mariskalrock.com)

Similarly to heavy metal, where generations of fans keep the cycle of music going, aluminium can also go on and on. Moreover, it’s a legendary material and shares a certain star quality among other packaging materials. Therefore its every bit is immortal, just like heavy metal and the legends behind it.

Metal Never Dies or #ElMetalnNuncaMuere is an initiative of our Spanish programme, Cada Lata Cuenta, in collaboration with MariskalRock that is aiming to raise awareness about the infinite recycling potential of metal drink cans in a fun way. Let’s rock!

METAL NEVER DIES

DRINK · ENJOY · RECYCLE

Metal Never Dies Campaign

More info: www.elmetalnuncamuere.com

As seen in the Press (Spanish)
METAL NEVER DIES Campaign As seen in the Press (Spanish) 1
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METAL NEVER DIES Campaign As seen in the Press (Spanish) 2
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Influencer outreach: a vlog about can recycling reached more than 100,000 views in less than a month
Influencer outreach: a vlog about can recycling reached more than 100,000 views in less than a month 2560 1280 adminEirini

Každá plechovka se počíta, the Every Can Counts programme in Czechia cooperated with a popular influencer to create a fresh and impactful campaign about drink can recycling that reached more than 100,000 views only a month after its launch.

Petr Potměšil (21), known as Peca, has been on YouTube since 2016. Ηe mostly attracted his fans through his positive and energetic outlook on life. That is exemplified in his motto “Mám se fajn” (I’m feeling great). It’s this energy that he puts into his work where he tries to inspire and educate his audience.

#17 on YouTube Trends

Using YouTube and Instagram -where Peca has more that 110,000 followers- as the campaign’s primary platforms, it celebrated the magic of can recycling and sustainable living. The content was received enthusiastically. Achieving more that 100,000 views, only a month after its launch, with 15,000 interactions and ranking #17 on YouTube Trends. The format of a vlog was the most appropriate for the topic, and Peca was an active part in the creative process from the beginning. 

The vlog connects meaningfully a sorting line in Prague where important information was presented by Mr. Radim Mana, the spokesman for waste collection company Pražské Služby, with the production of cans where important information was presented by Mr. Pavel Batík of Ball Corporation. Additionally, everything was accompanied by shots depicting the sorting and production processes.

The vlog’s goal

Certainly, the goal was to create educational content that would familiarize young people with drink can recycling in the most natural way possible. “We didn’t want to work with just numbers and benefits. Instead, we wanted to show the entire can making and recycling process supported by statements from experts in the field. We also wanted to show places the average person never sees and answer questions associated with recycling: Such as how much energy is saved? Why is it important to properly sort waste? etc. In other words – We wanted to dispel myths about aluminium can recycling in a cool way.

It was important for us that the creators we worked with had a connection with sustainability and an environmentally-friendly lifestyle. That was the only way to make it appealing to the public. Thus, it was necessary to know their work.” explains the creative team of Každá plechovka se počíta. 

Jede Dose zählt: Recycle wherever you go, whatever you do, whoever you are!
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Jede Dose zählt: Recycle wherever you go, whatever you do, whoever you are!
Jede Dose zählt: Recycle wherever you go, whatever you do, whoever you are! 2560 1280 adminEirini

With a social media campaign that shows different people recycling cans in various situations, our Austrian programme wants to raise awareness about can recycling and show the audience, how easy it is to recycle and do something good for the environment.

Therefore, Jede Dose zählt created several characters that represent our audience groups. Specifically young people, parents, teenagers, sportsmen and -women, and artists. Also, our Austrian programme let short video sequences and funny slogans speak for themselves. For example: The basketball player says: “Recycling is like basketball: every throw is a direct hit!” or the dancer: “My most elegant pose? The recycled can!” (which rhymes very nicely in German).

One of the people (skater) showing on our Austrian programme's campaign about can recycling no matter what
One of the people (fit girl) showing on our Austrian programme's campaign about can recycling no matter what

The campaign aims to address existing and new audiences while encouraging them to recycle on Instagram and Facebook and will run until mid of April. 

Watch, Like & Share on Facebook & Instagram

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Every Can Counts for the Museum of Contemporary Art in Belgrade
Every Can Counts for the Museum of Contemporary Art in Belgrade 1800 800 Administrador

When art imitates life! The versatility of aluminium is showcased in a very imaginative way with this fashionable project by the Serbian team of Every Can Counts.

Specifically, in cooperation with the Museum of Contemporary Art Belgrade and drawing inspiration from the work of acclaimed fashion designer Jean Paul Gaultier, artist Viktor Kiš created a wedding dress from recycled aluminium. The project took about 100 working hours to complete. It was made to raise awareness of the importance of recycling and sustainable living. For this to happen, Viktor worked with various iron bending machines to successfully process the metal sheets.

The original dress that inspired this installation was based on the Love is Love: Wedding Bliss for All a la Jean Paul Gaultier exhibition. It featured eight dresses by the famous designer and took place at MoCAB recently.

This bold and playful sculpture from recycled aluminium is now exhibited at Usce, Belgrade’s biggest shopping mall. An eye-catching installation that piques the shoppers interest and spreads the message that every can counts!

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First eco-compactor for drink cans launched in Genoa!
First eco-compactor for drink cans launched in Genoa! 2560 1280 adminEirini

Recycling has become an easier task for the citizens of Genoa, Italy. Now they may also take pride that their beautiful city is making admirable progress towards better recycling infrastructure and circular economy.

The installation of a brand new eco-compactor, serves the historic center and the Porto Antico area. Also, comes with one important novelty compared to the 12 machines that are already present in the city. In addition to collecting bottles and plastic packaging, it also collects aluminum drink cans.

This new unit marks the 13th eco-compactor in Genoa. It is the first city in the country where such machines are present in every municipality. Thanks to the collaboration of CIAL and Ogni Lattina Vale, the Every Can Counts initiative in Italy, with the Department of Environment of the Municipality of Genoa, residents now have the option to not only recycle their drink cans but take advantage of the benefits offered through the use of the eco-compactors.

For every can collected, citizens receive points that are marked on receipts. Once they have accumulated enough points, they can then use these points to make purchases at various businesses that are involved in the initiative. Currently, there are over 100 shops in the city that participate in this urban waste management project. But there are expectations that the number will grow.

When collected, the aluminum cans are delivered to CIAL. Then sent to a recycling plant to make the same journey over and over again – forever!

“For us at CIAL, activating a specific collection system for drink cans means offering the citizens of Genoa an additional tool that goes beyond separate waste collection. Our country has already excellent results when it comes to aluminum. In Italy, we have actually already exceeded the European recycling targets for aluminum packaging. Which are at 60% for 2030,” comments CIAL Local Communication Representative, Gennaro Galdo. 

“This new experience in Genoa, is a great opportunity to showcase why every can really does count! Every Can Counts is a drink can recycling programme active in 19 European countries, with Italy joining in 2019,” says Gennaro.

As seen in the Press (Italian)
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