Environment Day 2024

The International Recycling Tour celebrates the recyclability of drink cans and calls for environmental action across 16 countries.

Every Can Counts launches the 4th edition of the International Recycling Tour, celebrating World Environment Day and highlighting the importance of drink can recycling in saving valuable resources. Our recycling ambassadors, equipped with their signature backpacks, are ready to spread awareness about the circularity of drink cans and encourage individuals to recycle them on the spot. 

This year’s campaign features #PixelCan installations, showcasing four animals that are endangered or vulnerable due to ecosystem degradation caused by human activities. Each participating city will display one of these animals, delivering a powerful message to join #GenerationRestoration.

Join us

The #IRT2024 is on in 16 countries around the world! Find a location near you, stop by to take a look at the #PixelCan mural, and recycle your empty drink cans on the spot. 

International Recycling
Tour Timeline

What is the International Recycling Tour?

Every Can Counts’ International Recycling Tour campaign is launched every year to coincide with World Environment Day, and sees recycling ambassadors with the programme’s distinctive backpacks spreading awareness about drink can recyclability and encouraging on-the-go recycling in 16 countries and 16+ locations worldwide. Collaborating with municipalities, festivals, and influencers, the campaign encourages individuals to recycle through innovative installations and fun activities, working towards the programme’s vision of 100% global drink can recycling.

Explore the journey of the first-of-its-kind campaign, tracing its evolution since its first launch on World Environment Day in 2021, taking place on this significant day ever since.

Conquering famous landmarks to inspire change

Explore the journey of the first-of-its-kind campaign, the International Recycling Tour, tracing its evolution since its first launch on World Environment Day in 2021, taking place on this significant day ever since.

A recycling tour to unite the world

Empowered by the previous year’s success, the on-the-go recycling campaign expanded to Brazil and Colombia. Combining drink can recycling with fun and impactful activities, the recycling ambassadors engaged thousands, spreading environmental awareness and encouraging more sustainable habits.

Together we CAN make a difference

Broadening its spread in its third year, the tour took place in 20 cities worldwide, led by 120 recycling ambassadors advocating for the infinite recyclability of drink cans. The campaign facilitated on-the-spot recycling, collaborating with festivals to amplify impact and emphasize collective action for meaningful change.

Championing recycling and #GenerationRestoration

The tour’s fourth edition aligns with World Environment Day’s call, advocating for environmental protection. Featuring #PixelCan installations made from 2,000 aluminium cans, it aims to raise awareness about the circularity of drink cans and foster a sustainable future for all life on Earth.

key messages

Drink can recycling reduces emissions, saves energy, and preserves valuable resources, all of which help combat climate change. In line with this year’s World Environment Day call to become #GenerationRestoration, the International Recycling Tour empowers individuals to make a difference through simple actions like recycling drink cans, working towards reducing humanity’s environmental footprint and contributing to a more sustainable future for all life on Earth.

  • 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. Cutting carbon emissions is key to dealing with climate change and protecting ourselves and planet Earth’s ecosystems.

  • By recycling aluminium, we can save 95% of the energy needed to produce a new can from raw materials, which is vital in preserving natural resources.

  • Once collected and sorted, recycled aluminium cans become valuable commodities in the worldwide market. Every can recycled can become a new drink can and be back on the store shelf in 60 days.

  • The infinite recyclability of a drink can means it can be recycled over and over again, with no loss of quality. This closed-loop recycling process is a prime example of a circular economy, where materials are continually used and reused, reducing carbon emissions and conserving resources.