Our local chapter in Italy, Ogni Lattina Vale, is taking aluminium can recycling to the coasts of Salerno and Calabria this summer. Coordinated by CIAL and supported by Coca-Cola Italy, the initiative puts can recycling in the spotlight on popular Italian beaches.
By bringing recycling infrastructure directly to where aluminium drink cans are consumed, this activation helps holidaymakers and residents build lasting recycling habits while keeping this valuable material in the loop. Recycling aluminium saves 95% more energy than producing it from raw materials.
In Salerno, the project has involved around 30 beach resorts in collaboration with local waste management operator Salerno Pulita. Dedicated collection bins and information materials have been distributed across participating venues to make recycling easy for beachgoers. This infrastructure is supported by a communication campaign on local TV, radio, press and social media platforms, ensuring the recycling message reaches the wider community through the summer season.
The campaign video, currently broadcasting across local media channels.
This initiative complements existing Ogni Lattina Vale activations in Calabria, especially across beaches within the Regional Marine Parks, under the patronage of the Calabria Region, involving numerous beach resorts and local communities along the coast.
In the Regional Marine Parks, the campaign has also been integrated with a seven-stage itinerant programme, organised thanks to MAVISTO (MareVisione Sostenibilità), a platform that promotes a culture of sustainability and marine conservation, whilst offering opportunities for inclusion and training to young people in vulnerable situations.
This project in Salerno and Calabria has reinforced the local Every Can Counts programme’s presence in southern Italy, turning beaches into venues for raising environmental awareness and fostering active participation in aluminium can recycling.
While Italy is one of Europe’s top performers in aluminium can recycling, collecting cans away from home remains one of the biggest opportunities to keep even more valuable material in the loop. By bringing recycling directly to the beach, Ogni Lattina Vale makes it easier for people to recycle wherever they are.
“Bringing the ‘Ogni Lattina Vale’ initiative to the beaches of Salerno and Calabria means strengthening the bond between the local area, its residents and good environmental practices, encouraging separate waste collection even during leisure time,” says Stefano Stellini, Director General of CIAL. “The high recycling rates achieved by our country demonstrate just how well the system works, but to achieve further growth, it is essential to focus our efforts precisely on settings outside the home. Thanks to our collaboration with local authorities and operators in the area, we can make recycling increasingly simple, straightforward and accessible, transforming every can collected into a tangible resource for the environment.”
By transforming moments of leisure into opportunities for active responsibility, Ogni Lattina Vale proves that making recycling easy, accessible and part of everyday life is the key to building lasting habits.
