Europe

As the summer sun graces the picturesque Spanish coasts, our team, Cada Lata Cuenta, is gearing up to embark on an inspiring journey along the sandy shores. Our dedicated ambassadors are set to launch the annual summer recycling campaign to encourage beachgoers to recycle their empties and embrace more sustainable practices to keep the outdoors clean.

With a focus on inspiring thousands of people to change attitudes and behaviours towards drink recycling, our team will travel to the Canary Islands, Andalusia, and Galicia coastal gems. Apart from encouraging vacationers to recycle their drink cans whilst out of home, they will engage even further with them through a series of surveys, gaining valuable insights into recycling habits and helping city councils to pave the way for more improved recycling systems. 

With Spain’s coastal destinations being popular vacation spots, our team seeks to inspire tourists and locals alike to recycle every drink can and enjoy their leisure time on the beach, leaving no trace behind. “We return to the beaches for another year to recycle 100% of the drink cans so that citizens cultivate the habit of depositing their cans in the yellow container, a small action with a great environmental return”, mentioned Pablo García, programme manager of Cada Lata Cuenta and Doctor in Ecology.

In a groundbreaking move towards responsible sampling, Tourtel Twist, a French brand from Carlsberg’s group and the official partner of the Tour de France, has collaborated with our initiative, Chaque Canette Compte, to ensure every drink can is recycled during the famed race. 

After the successful testing in 2022, the partnership was set to impact the annual race significantly. Equipped with their signature backpacks, our recycling ambassadors roamed selected arrival cities, distributing drink cans to the public for free sampling while recycling as many aluminium cans as possible. Also, the programme’s eye-catching #PixelCan was installed in Bordeaux’s first Fan Park to celebrate this milestone in responsible sampling. This live mural serves as a visual reminder of the collective effort required to create more sustainable events. By engaging directly with the public, the activation aims to promote the message of drink can recycling, encouraging individuals to participate in the process actively. 

With an ever more organized approach to the Tour de France, integrated management of packaging sorting and collection in all Fan Parks was renewed and activated, aiming to set an example of environmentally conscious practices and encourage all visitors to follow the lead. Over the last two editions of the Tour de France, Chaque Canette Compte has already sorted and recycled more than 6.4 tons of packaging in the Fan Parks, raising awareness among tens of thousands of spectators about the proper way of packaging disposal. 

By partnering with our French initiative, international brands like Coca-Cola, Red Bull, PepsiCo, and now Tourtel Twist set the stage for an innovative approach to responsible sampling at some of the world’s biggest events.

As the summer heats up in Italy, the collaboration between our team, Ogni Lattina Vale, and Coca-Cola is in full swing, aimed at promoting recycling and environmental sustainability during various music and culinary events with the support of the CIAL Consortium. 

The partnership aims to ensure the collection and recycling of all aluminium cans distributed at numerous events, inspiring a recycling culture when out of the home. With an extensive network of recycling ambassadors, special agreements with local waste management companies, and Live Nation’s support, the campaign’s success has been remarkable.

This year’s summer season, we have witnessed an impressive lineup of events, including Firenze Rocks, Milano Summer Festival, Milano IDays, and an exclusive tour by the renowned band Pinguini Tattici Nucleari. Ogni Lattina Vale’s recycling ambassadors, equipped with backpacks and collection bags, roamed the festivals to ensure the efficient collection of empty cans. Across 25 stages, approximately 830,000 drink cans were consumed, and almost 100% of them were successfully collected and recycled. 

A Long-term Recycling Partnership 

Three years ago, Coca-Cola joined forces with our Italian initiative, Ogni Latina Vale, to champion out-of-home recycling. This shared vision encourages recycling during significant events, including music festivals and even the collection of drink cans at popular beaches. Since 2021, a special summer collection activation has been initiated in Calabria, encompassing 15 municipalities and 100 beaches, in collaboration with the Region and the Marine Parks Authority. This united effort reinforces the importance of promoting sustainability during events and leisure spaces, fostering a sense of collective responsibility towards the environment.

As a supporting partner of our team’s endeavours, Live Nation, a prominent organiser of musical events, has listed Ogni Lattina Vale as one of the pillars of their events’ sustainability. “We are thrilled to collaborate with CIAL and promote the Every Can Counts’ message at our festivals such as Firenze Rocks and I-Days Milano, says Michela Trevisan, Sponsorship Manager of Live Nation Italia. ‘By recycling all the aluminium cans consumed during the festival, we take an important step towards creating a more environmentally friendly event. Together, we can inspire others to embrace recycling in ‘on the go’ and ‘away from home’ contexts.

During the many concert stages held so far and the upcoming activations scheduled for August and September, a dedicated team of recycling ambassadors will be actively present. Their primary goal is to inspire the public to keep clean public spaces and embrace responsible recycling practices. Equipped with their donning backpacks, these ambassadors will collect the empties consumed during the festivals, ensuring they are properly recycled. This proactive approach towards environmental consciousness will be especially emphasised during culinary events like the famous traveling Pizza Village, where the ambassadors will play a key role in promoting the importance of can recycling.

Welcoming people at the entrances to stadiums and arenas with colourful #PixelCan installations, made of more than 2.000 drink cans, the signature mural of Every Can Counts is placed at the centre of the campaign to remind thousands of festival goers about the infinite possibilities of aluminium. Finally, a fun-filled quiz challenged the public to guess the number of pressed aluminium cans included in a can bale with CIAL’s famous Ricicletta, an innovative city bike created from 800 recycled aluminium cans, up for grabs.

Jarocin, the iconic Polish music festival with roots dating back to the 1980s, has once again hit the stage, attracting music enthusiasts from near and far. And our team Każda Puszka Cenna was there to make drink can recycling easier and inform visitors about the circularity of drink cans.

This festival has aged like a fine wine, gracefully maturing and drawing around 10,000 participants in this year’s edition. Since 2018, Każda Puszka Cenna has been an essential part of the festival, consistently introducing creative methods to promote drink can recycling while highlighting their infinite recyclability. This legendary festival was the perfect chance to educate festival-goers about the importance of drink can recycling and empower them to make a real impact by actively participating in the recycling process.

As the festival unfolded, the cooperation between our Polish initiative with the city hall, the local waste management company, and the event organizers took on a fresh and interactive approach, engaging even more with the festival-goers. This year, the design for the Every Can Counts signature installation #PixelCan was crowdsourced from the festival participants via social media. The task was simple yet impactful: vote for the preferred design and share the best memory from the Jarocin Festival. The winners were rewarded with free entry tickets and T-shirts, adding an element of excitement and teamwork to the campaign. Also, apart from the mural made from 2.000 drink cans, our recycling ambassadors, equipped with backpacks designed to collect empty drink cans on the go, voting boxes, and recycling bins, were on a mission to give every single drink can a chance for a new life.

Music festivals are not just about enjoying fantastic lineups; they can also serve as a platform to promote environmental consciousness. The Jarocin Festival recognized the importance of recycling in today’s world. And through these joint efforts, Każda Puszka Cenna has helped to minimize its environmental footprint by showcasing the power of collective action in making a real difference.

In a remarkable display of environmental commitment, our Serbian initiative, Svaka limenka se računa launched a successful recycling activation at the world-known Exit Festival, drawing in a massive crowd of over 200,000 visitors. 

Introducing new innovations, the Green Exit programme helped the collection of more than 11,000 empty drink cans – a staggering threefold increase from the previous year, setting a new benchmark for drink can recycling at this globally renowned event. From the signature Every Can Counts #PixelCan installation, the radiant I 💛 MUSIC can recycling metal cages, and the donning backpacks, the assets caught everyones’ attention, making recycling not just more accessible but also fun.

The activation of collecting drink cans was meticulously organized across the festival area, nestled within the historical Petrovaradin fortress. There, 20 recycling ambassadors equipped with 10 backpacks used state-of-the-art POS terminals to track the recycled quantity in real-time and reward responsible visitors with vouchers.

This digital counter increased efficiency and offered transparency and verifiable records of the collected cans – a noteworthy step towards further spreading our recycling message. Thanks to the Green Exit programme and the partnership with HEINEKEN in Serbia, festival attendees had an extra reason to participate in the recycling process. They were rewarded with a refreshing new beer by recycling seven empty drink cans. This incentive encouraged active recycling and demonstrated the power of collaborations in enjoying more sustainable events.

At Every Can Counts, we take immense pride in being at the forefront of innovation and promoting recycling in fun and creative ways. The EXIT Festival provided the perfect platform to make a lasting impact and educate thousands of visitors about the significance of drink can recycling. Our Serbian team has collaborated with the EXIT festival for an impressive 17 years. This partnership has consistently aimed to raise awareness among young people about the importance of drink can recycling and the positive impact their actions can have on the environment.

Summer, music, drinks on the go and recycling every can! The Arsenal Fest, held from June 28 to July 1 in the beautiful city of Kragujevac, Serbia, not only delivered an incredible lineup of domestic and international performances but also became a platform for promoting drink can recycling. 

Collaborating with our Serbian initiative, Svaka limenka se računa, the festival aimed to inspire attendees, particularly the younger generation, to prioritize recycling and protect the planet. Known for its diverse music and attracting a wide audience, the festival’s organizers recognized the need to integrate more sustainable practices into the lineup. 

Throughout the festival grounds, Svaka limenka se računa established multiple recycling spots conveniently placed to encourage festival-goers to recycle their drink cans. These designated areas and the enthusiastic recycling ambassadors made it easy for attendees to recycle their used aluminium cans on the go and on the spot. By actively involving the audience in the recycling process, our team successfully conveyed the importance of not letting drink  cans end up as waste.

One of the highlights of the activation was the presence of #PixelCan, our programme’s signature installation showcasing aluminium’s endless possibilities. With vibrant colours and captivating visuals,the  #PixelCan served as a powerful symbol of sustainability and inspired festival-goers to rethink their consumption and recycling habits. This immersive experience left a lasting impression, motivating individuals to embrace recycling as an essential part of their daily lives.

When it comes to festivals, beverage cans are one of the most popular choices. However, their environmental impact depends on proper recycling. Recognizing this, the Electric Love Festival joined forces with Jede Dose zählt  for the third time, aiming to make the music event more sustainable by promoting can recycling among campsite visitors.

From July 5th to 8th, our team’s recycling ambassadors embraced the spirit of love, good music, and recycling at the Salzburg Ring in Plainfield, Austria. Their presence at the Electric Love Festival, attended by 180,000 visitors, served to support the event organizers in implementing a more environmentally friendly festival experience. The dedicated team educated festival attendees about the importance of can recycling and motivated them to dispose of their empty cans correctly.

The collaboration between Jede Dose zählt and the Electric Love Festival proved a resounding success. By combining love, music, and recycling, our initiative effectively spread awareness about the significance of responsible waste management. Visitors were encouraged to actively participate in the recycling process, contributing to a truly circular economy.

With each can recycled, the collective effort contributed to a cleaner and more eco-conscious festival experience. Through these joint efforts, we can continue to enjoy the excitement of music festivals for years to come while taking proactive steps towards a more sustainable future.

Summer in Brussels has become even more vibrant, welcoming a new and dynamic collaboration between Every Can Counts and Piknik Elektronik. 

Piknik Elektronik, a women-led project, has reintroduced the favourite tradition of Sunday picnics, combining it with inspiring music. These outdoor events encourage people to gather with friends and family in a warm and relaxed atmosphere, creating a sense of community while inspiring awareness of the environment.

Piknik Elektronik events focus on selling local and fair-trade products, promoting zero waste, responsible consumption, and recycling. With our initiative in Brussels, Every Can Counts Benelux, as their ally, this summer’s music events in Brussels take on an even more exciting hue, emphasizing out-of-home and on-the-go drink can recycling to ensure a fun-filled but environmentally conscious celebration.

Piknik Elektronik’s vision of creating inclusive events resonates perfectly with our mission to promote out-of-home drink can recycling and help facilitate more responsible waste management. By joining forces, we created a powerful synergy, offering partygoers a memorable music experience and an opportunity to learn more about the endless possibilities of aluminium and how every time a drink can is recycled, it saves energy and natural resources.

As music enthusiasts storm to the free-admission events in Brussels, our team and Piknik Elektronik collaborate to heighten the on-the-go recycling experience. With colourful recycling backpacks, the motivated ambassadors are on hand to help visitors recycle their empty drink cans wherever they are. The convenience of on-site recycling empowers festival-goers to take small yet impactful steps towards a more sustainable future.

Ready for a festive, recycling summer day? Check the next Piknik Elektronik here.

Only seven out of ten beverage cans are disposed of correctly in Austria.  This is not enough! Therefore our  recycling initiative is on the road again to educate people about the recyclability of drink  cans. Jede Dose zählt once again participated in the Formula 1 Rolex Grand Prix of Austria 2023 at the Red Bull Ring in Spielberg, marking their fifth consecutive year of collaboration. 

From June 30th to July 3rd, their primary objective was to ensure every drink can was recycled on the spot and spread the message of sustainability. Our dedicated recycling ambassadors actively connected with race enthusiasts, educating them about the importance of drink can recycling. Equipped with the iconic Every Can Counts t backpacks, they facilitated convenient can recycling and encouraged attendees to adopt environmentally conscious practices. 

A remarkable highlight of Jede Dose zählt’s presence was the captivating virtual reality (VR) game that guided participants through the recycling journey. This interactive and educational experience effectively showcased the impact of recycling, emphasizing the simplicity of the process and its benefits.

By seamlessly integrating recycling and education into this prestigious sporting event, Jede Dose zählt aimed to inspire visitors to embrace sustainable practices and make a lasting change motivating individuals to become advocates for environmental protection.

The ‘Infinity Room’ installation, created by our team in the UK, aims to teach children and the wider public about the importance of recycling drink cans and illustrate the infinite recyclability of aluminium.

Those who step inside the giant drink can find themselves in a mirrored room that creates an illusion of being surrounded by an infinite number of suspended aluminium cans. At the same time, a narrator will take them on an educational journey through aluminium can recycling and its environmental benefits. The exhibit, which is made up of 1,500 recycled cans and 25 square metres of mirrors, also makes for an ideal photo opportunity.

At Every Can Counts, we love educating and inspiring people to recycle their drink cans via innovative and creative projects. The #EveryCanCounts Infinity Room allows anyone who enters to see the endless possibilities that come from recycling a drink can. It shows that recycling just a few small cans could add up to make a massive impact and will hopefully inspire people to continue making lots of little, positive changes in their life. Each recycled can brings us one step closer to a 100% drink can recycling rate and a more sustainable future for us all.

To learn more about the life cycle of a drink can, visit our dedicated web page by clicking here.

Chris Latham-Warde, Programme Manager for Every Can Counts UK, said: “Our one-of-a-kind Infinity Room installation has been a great success in both Glasgow and Dundee over the past few months, so we’re very excited to be bringing it to yet another new location in the UK.  

“The aim of the exhibit is to raise awareness of the infinite recyclability of aluminium in a visual and interactive way. Every drink can that is recycled could be back on the shop shelf in 60 days, so we hope that visitors to Catalyst Science Discovery Centre are left feeling inspired by this and the vital role that they can play in keeping this cycle going.”

Clare Lightfoot, Community Engagement Coordinator at Catalyst Science Discovery Centre, said, “Informing, educating and inspiring younger generations about the wonders of science and the impact they can have on the environment is what we’re all about at Catalyst Science Discovery Centre.

“It’s great to be able to partner with Every Can Counts to host their Infinity Room exhibit and spread the message about the infinite recyclability of aluminium in a fun and interactive way. We look forward to hearing what our visitors think and the small changes they’ll be making in their everyday lives to make sure each and every drink can that they consume is recycled.”

Infinity Room Opening Times

Visitors can explore the Infinity Room at Catalyst Science Discovery Centre free of charge, from 10 am – 5 pm every day (apart from Mondays when the centre is closed), but visitors are encouraged to purchase an admission ticket to experience all of the activities and exhibits the centre has to offer.

Catalyst Science Discovery Centre

Catalyst is a Science Discovery Centre and Museum offering a host of interactive exhibits, museum archives, historical galleries, family shows and hands-on workshops. Learn more here.