Europe

We proudly welcome the United Arab Emirates (UAE) as our newest chapter, marking a significant leap beyond European borders. Following Brazil’s lead in 2021, the UAE becomes the second non-European nation to fortify our global community. This brings us one step closer to our mission: empowering people to recycle every drink can wherever they are.

As natural #Actionists, we couldn’t have chosen a more fitting stage to launch Every Can Counts UAE #التدوير_يبدأ_بعلبة than COP28, held in Dubai from 30 November to 12 December. The initiative, supported locally by Emirates Global Aluminium and aluminium can-makers Crown and Canpack, kicked off with a series of environmental education and behaviour change activities featuring the ECC #PixelCan and our recycling ambassadors, raising awareness about the importance of drink can recycling in tackling the climate change challenge.

Visitors at COP28 were educated about the infinite recyclability of drink cans, with a clear message that they can be recycled forever, saving up to 95% of energy and CO2 emissions compared to cans made from virgin aluminium. The ECC #PixelCan, created from 2.000 recycled drink cans, was showcased at the Sustainability Entrance, serving as a striking visual display and a powerful reminder that small actions, such as drink can recycling, can have a big impact, enabling a more circular future. Every Can Counts’ global director, David Van Heuverswyn, breaks down the idea behind the iconic ECC installation, marking the programme’s official launch in the UAE. 

This expansion is a testament to the global impact achievable when individuals, communities, and nations unite for a common cause. Together, we can make a real difference and contribute to a healthier planet for generations to come.

Aside from the well-known music festivals and public events, Każda Puszka Cenna – our initiative in Poland – has also made its way into the world of sports events, positively impacting the environment and the community by helping everyone recycle their empty drink cans on the spot.

In 2023, Każa Puszka Cenna and Krynica Vitamin, a producer of canned drinks, collaborated to create a limited series of isotonic drinks in cans named “Każa Puszka Cenna.” These cans were designed to quench athletes’ thirst and promote drink can recycling and sustainability. The graphics on each can showcase the infinite recyclability of aluminium cans and feature one of our programme’s key messages: OPEN – DRINK – RECYCLE – REPEAT. As athletes rotated the can in their hands, the words appeared gradually, emphasizing the never-ending life cycle of cans.

These special drinks were distributed to athletes in exchange for their used cans, encouraging them to play an active role in the recycling process. The organizers took over the collection of the cans while educating participants and spectators about the importance of recycling aluminium cans. This inspiring activation reached an impressive 128 sports events in the past year, engaging over 42,000 participants and attracting tens of thousands of spectators.

In a milestone fifth year of collaboration, our Spanish initiative, Cada Lata Cuenta, and WOMAD Las Palmas de Gran Canaria Festival 2023 joined forces to champion drink can recycling and raise awareness about environmental protection among festival-goers during the concerts and activities scheduled from November 9 to 12.

Equipped with their distinctive backpacks, our ambassadors roamed the festival grounds on a clear mission: to facilitate on-the-go recycling and inform visitors about the importance of environmental protection. Additionally, they conducted surveys to gain insights into attendees’ recycling habits.

According to surveys conducted in 2022, nearly 80% of respondents could locate recycling bins at the festival, with 70% expressing positivity towards waste management during WOMAD. Also, almost 80% gave a favourable rating to the event’s sustainability efforts.

Pablo García, the Programme Manager of Cada Lata Cuenta in Spain and a PhD in Ecology, emphasized our team’s continued support to make WOMAD cleaner and more sustainable. The goal is to recycle 100% of drink cans during the festival, highlighting that they are infinitely and easily recyclable.

“By simply depositing them in the yellow container, we guarantee 100% recycling—a gesture that contributes to halting climate change and reducing CO2 emissions,” he mentioned.

Meanwhile, our team members held a special meeting with the Every Can Counts’ Director, David Van Heuverswyn, to discuss their future steps. They reflected on the programme’s efforts in Spain, delved into the 2024 strategy and objectives, and listened to the insights of our recycling ambassadors, who shared their valuable perspectives from their experience on the field.

The dynamic collaboration between WOMAD and Cada Lata Cuenta not only aimed to make recycling more accessible but also sought to inspire attendees to undergo a transformative shift in attitudes towards sustainability. Drink can recycling conserves valuable resources and leads to substantial environmental benefits. By choosing to recycle, festival goers actively participated in saving energy and reducing greenhouse gas emissions.

Every Can Counts Greece (Kathe Kouti Metrai), in collaboration with the Municipality of Antiparos, has initiated a pilot campaign aimed at evaluating citizen engagement and return rates within the framework of a Deposit Return Scheme (DRS). The project commenced in October with the installation of two Reverse Vending Machines (RVMs) and is scheduled to operate fully throughout the summer season of 2024.

Antiparos, the small island adored by movie stars from around the world, is now the first to embark on a pilot Can-Deposit campaign within the Cycladic islands. This initiative introduces a dedicated recycling point where both locals and tourists can exchange their empty drink cans for rewards, all while contributing to a charitable cause.

The project’s primary objectives are to make container return simple and rewarding for the local community through a circular recycling system adhering to DRS principles. Simultaneously, it serves as an educational platform, enlightening people about the separate collection and the endless possibilities of aluminium recycling. Two Pure Smart Crushers machines, designed by the Finnish company Pure Recycle, have been installed on the island as part of the project’s initial phase. The core concept behind this versatile recycling solution is to efficiently and effectively compress varying quantities of cans, resulting in cost savings and enhanced capacity across the entire reverse logistics chain. This innovation perfectly aligns with the needs of small communities like Antiparos.

Rewarding Recycling for a More Sustainable Future

Antiparos residents, spanning all age groups, gathered on October 14 to participate in the soft launch event. They not only learned about the initiative but also engaged with the newly installed recycling machines to exchange their drink cans for sustainable incentives. The event provided a platform for open discussions, with key participants including the Mayor of Antiparos, Anastasios Faroupos; Deputy Mayor for Administrative Affairs, Artemis Triantafyllos; Eirini Topouzidou, the Programme Manager of Every Can Counts for Greece, and Kari Almen, Founder and Chief Operating Officer of Pure Recycle Oy.

Artemis Triantafyllos, Deputy Mayor of Antiparos, stated, “Every Can Counts is a significant programme with a real communicative impact. This collaboration aims to establish a DRS trial for collecting and recycling aluminium cans. Our goal is to encourage the segregated collection of materials and give back to our community using recycling proceeds for public benefit.”

Eirini Topouzidou, Programme Manager of “Every Can Counts Greece,” added, “We are thrilled to see the initial steps taken toward realizing the dream of recycling every can on Antiparos. The local community has shown a strong commitment to environmental protection and appears enthusiastic about embracing a more sustainable lifestyle in line with the principles of the circular economy. With this trial, we aim to introduce the DRS concept to the people on the island and increase can recycling rates on Antiparos, bringing us closer to our vision of achieving 100% aluminium can recycling.”

Ensuring a closed-loop recycling process

With each can recycled, citizens will receive real-time updates on the total number of recycled cans on the island and the equivalent CO2 emissions saved. The system identifies the barcode, size, weight, and material to provide a comprehensive overview and detailed data on the quantities of recyclable materials collected. The aluminium cans collected through this project will be transported directly to ELVAL, the Hellenic aluminium industry, ensuring a closed-loop recycling process.

Ogni Lattina Vale, our initiative in Italy, in partnership with CIAL Consortium and Coca-Cola, launched numerous activations focused on drink can recycling at major music events, achieving remarkable success during the summer of 2023.

330,000 aluminium drink cans were collected at 25 significant events, including the I-Days Milano Coca-Cola 2023, Coca-Cola Pizza Village, Milano Summer Festival in Milan, Firenze Rocks in Florence, and Pinguini Tattici Nucleari tour concerts. The beating heart of this collaboration was a team of 40 young ambassadors armed with the Every Can Counts signature backpacks for recycling on the go. Roaming the event spaces tirelessly, they engaged with the public, urging them to keep the areas clean and actively participate in the recycling process of the consumed cans.

The activation’s success was also due to the cooperation with the operators of Alia Firenze and Amsa Milano (the companies that deal with urban waste management on a territorial level), with whom special agreements had been made in advance. Space was also given to creativity. At the entrance to each concert, the colourful ECC #PixelCan installation, created from over 2,000 aluminium cans, welcomed the public, giving everyone a symbolic welcome. There was also room for a great little quiz. A good eye and a bit of luck were the ideal allies in guessing the exact number of pressed cans in a bale placed in plain sight. CIAL’s iconic Ricicletta® (city bike made from the equivalent of 800 drink cans) was up for grabs, now becoming the symbol of aluminium recycling.

On the beaches of Calabria – Ogni Lattina Vale, CIAL and Coca-Cola, together, have also been the protagonists of the summer with a remarkable collection of drink cans that took place at 100 beaches in 18 municipalities in Calabria, all located in areas protected by the Region’s Marine Parks Authority. This partnership dates back to 2021, and ever since, various projects related to sustainability and protecting the coastal regions have been launched. Around 150,000 cans are collected and recycled annually with the support of Ogni Latina Vale—an increase in separate waste collection, which in Calabria has been making significant progress in recent years.

BITEF, the Belgrade International Theatre Festival, has long been a global beacon for cutting-edge theatre, spotlighting renowned directors emerging artistic concepts and setting trends that resonate worldwide. This year, the 57th edition takes an innovative step towards embracing the sustainable revolution with a dedicated focus on ecology and recycling, thanks to the partnership with our initiative, Svaka limenka se računa.

A striking symbol of this collaboration is the Every Can Counts #PixelCan—a fantastic creation made from collected used cans. These cans have transformed into a vibrant masterpiece painted in the distinctive colours of BITEF. The installation serves as a visual representation of this year’s festival focus and embodies its ecological mission.

The artistic spectacle unfolded on a plateau in the central zone of Belgrade, drawing curious spectators into the fascinating process of Pixelcan’s creation. Citizens were not just passive observers; they became active participants by contributing their used cans, creating a sense of community engagement. As the #PixelCan took shape, passersby were invited to capture the moment by taking pictures before this eye-catching tribute to creativity and environmental consciousness.

Following its creation, this circular masterpiece found a new home at Nikola Pasic Square, next to the National Assembly of Serbia and the BITEF Media Center. This strategic location ensures that the #PixelCan will be a visual ambassador throughout the festival from October 3 to 10.

Beyond its aesthetic appeal, the Pixelcan carries a crucial message—aluminium cans can and should be recycled. Svaka limenka se računa, aligned with BITEF’s commitment to pushing artistic and societal boundaries, aims to use the Pixelcan as a powerful medium to communicate the urgent need for more sustainable practices.

The Street Food Festival in Zemun, Serbia, was a huge success, bringing together over 15 local vendors who showcased their culinary skills and delighted visitors of all ages. It was a wonderful celebration of Belgrade’s rich food culture, but it wasn’t just about satisfying taste buds. Svaka limenka se računa was also there to highlight the importance of drinking can recycling.

Our local initiative actively participated in the festival, placing recycling bins in key locations. Also, our recycling ambassadors were equipped with signature backpacks and ready to help visitors recycle their empties on the go. At the same time, the Every Can Counts #PixelCan installation served as a visual reminder of the role recycling plays in preserving our planet. It was a call to action for all attendees to be mindful of their impact on the environment. This practical and accessible approach aimed to make recycling as convenient as possible, demonstrating that drink can recycling should be a part of our daily lives.

The recycling message was spread far and wide, reaching a diverse crowd of people from different backgrounds and ages. And with national media coverage, the efforts of Svaka limenka se računa were amplified even further. So not only was the Street Food Festival a culinary delight, but it was also an opportunity to impact the environment positively.

In the charming town of Manzanares El Real, time took a delightful leap back to the 1940s as the ManzaSwing Festival unfolded its second edition. Under the rhythms of swing concerts, the festival danced to a different beat this year—a circular one, thanks to the collaboration with our local initiative, Cada Lata Cuenta.

The festival grounds became a stage for artistic expression and a platform for promoting drink can recycling. Visitors were entertained by the melodies of swing and engaged in the aluminium can recycling journey with the help of our team. The organization worked hand in hand with LaTarara Cultural and the Manzanares El Real Council.

Beyond music and dance, the festival hosted a free Lindy Hop workshop for all levels. Attendees enjoyed swing concerts and passacaglia and took classes to learn the American dance, with participants further practising their moves in a social dance setting.

A standout feature of this year’s festival was the integration of our programme’s recycling solutions into the very fabric of the event. In collaboration with local partners, Cada Lata Cuenta set up dedicated recycling points, encouraging festival-goers to dispose of their empty cans responsibly.

“Every Can Counts returns to ManzaSwing to encourage recycling during leisure time. With a gesture as simple as placing the cans in the yellow container, we guarantee 100% recycling, saving 95% energy compared to manufacturing a can from raw materials,” says Pablo García, Director of Every Can Count in Spain.

Nestled between the Bojana River and the Adriatic Sea in Montenegro, the Ada Divine Awakening Festival is a unique annual event held on the picturesque island of Ada Bojana. This six-day celebration of life, nature, awareness, and intimacy has gained popularity for its combination of fun, socializing on the sandy beach, music, and various workshops. One remarkable feature of the festival is its commitment to environmental protection and recycling.

This setting aligns perfectly with our programme’s goal to promote drink can recycling when out of the home. So, our local initiative saw a fantastic opportunity to make a difference at the Ada Divine Awakening Festival. Our mission is to inspire and educate people about the importance of recycling aluminium cans, and this festival presented an ideal platform for this message. Collaborating with talented artists, Svaka limenka se računa took an innovative approach to raise awareness about recycling. Used beverage cans were transformed into painting canvases, creating a striking visual representation of the infinite possibilities of recycling. These unique artworks served as a powerful reminder to visitors that aluminium cans can be given new life through the recycling process.

Festival-goers were encouraged to enjoy the festivities and take time to reflect on their actions and make responsible choices. By recycling their drink cans, attendees could actively participate in reducing their environmental footprint. This unique combination of celebration and consciousness-raising demonstrates that every can truly counts when preserving natural resources. 

The Electric Picnic Festival, renowned for its upbeat music lineup, vibrant atmosphere, and unforgettable experiences, recently took place at Stradbally, Ireland. Amidst the vibrant ambience and electrifying music, our local programme seized the golden opportunity to participate and use this popular festival as a platform for a meaningful cause: encouraging festival-goers to recycle their empties. The result? The collection of more than 9,000 drink cans.

Every Can Counts’ “I <3 RECYCLING” metal bins near the entrance were hard to miss and reminded festival-goers that small actions can make a big difference in protecting our planet. These eye-catching cages were a beacon of environmental consciousness throughout the weekend, reminding visitors that small actions, like drink can recycling, can make a big difference in sustainability.

Our 14 recycling ambassadors tirelessly roamed the campsites and collected every drink can while engaging with festival attendees. They even initiated 1,000 recycling surveys with participants, giving them a chance to win tickets to next year’s Electric Picnic Festival. To reward visitors for their recycling efforts, our team offered Electric Picnic x Every Can Counts Ireland co-branded t-shirts and keyrings. These exclusive gifts were not just souvenirs; they were made from recycled aluminium, embodying the essence of aluminium’s infinite possibilities.

The impact of our team’s presence at the festival showcased the power of collective action and individual commitment towards recycling. As festival-goers danced to their favourite tunes, they were also inspired to play an active role in protecting our planet. As we look forward to next year’s Electric Picnic festival, we can’t help but highlight the turn of the “I <3 RECYCLING” slogan into a reality.