Every Can Counts UK joined forces with Silverstone race circuit to encourage people to recycle their empty drink cans at this year’s British Grand Prix.
With a crowd of over 140,000 fans in attendance at the race on Sunday Jul 18, and 350,000 in attendance across the weekend, the 2021 British Grand Prix became the largest event to take place in the UK since the start of the coronavirus pandemic.
And with 30-degree heat over the weekend, there was no shortage of cans being enjoyed around the circuit. We knew we were in the right place to make a real difference!
Our partnership with Silverstone brought two head-turning can recycling installations to the event: our famous #EveryCanCounts Rainbow installation and brand new SILVERSTONE can recycling cages. Both installations were hugely popular photo opportunities, providing race fans with a lasting memory of their British Grand Prix experience while also keeping recycling front of mind.
While the cars were racing around the track, we also had a team of recycling ambassadors doing laps of their own around the venue. Our team conducted recycling surveys and spread the word about the benefits of recycling drink cans, while their can recycling backpacks made it easier for attendees to recycle around the circuit.
We’d like to think our messaging impacted Sebastian Vettel over the weekend, who stuck around after the Grand Prix to take part in a litter pick. Any cans collected during the pick were separated at a sorting facility and then recycled. Vettel commented: “I think it is important that we all respect the environment and don’t rely on other people to clear up after us. We have to start somewhere and each one of us can make a difference now.” Well said Seb – we couldn’t agree more!
Our ‘CAN do’ attitude clearly rubbed off on reigning champion Lewis Hamilton too, who took a crowd-pleasing home victory in Sunday’s race which only enhanced the electric atmosphere around the circuit.
We really enjoyed our first ever British Grand Prix and want to thank everyone who recycled their cans with us over the weekend. Aluminium recycles forever, so who knows – maybe those recycled cans will end up as part of a racing car doing laps around Silverstone one day!
Want to find out more about Every Can Counts UK? Get in touch with our team here.