While the best cars and motorcycles were competing in the Red Bull Ring for the “Formula 1 BWT Großer Preis von Österreich 2021”, “Michelin Grand Prix of Styria 2021” and “Motorrad Grad Prix von Österreich 2021” in July and August, “Jede Dose zählt” was raising awareness for can recycling.

With colourful recycling-backpack-teams, giveaways and entertaining VR and XO- games, people got informed about can recycling on a daily basis. In total “Jede Dose zählt” interacted with more than 10,000 people and recycled thousands of drink cans.

While these cans are already back on their way into the recycling loop, the next Austrian Red Bull event is already planned: On September 26th “Jede Dose zählt” will promote can recycling during the “Red Bull flight day” and make sure once more that empty cans end up in the proper recycling bins!

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Petr Potměšil (21), known as Peca, has been on YouTube since 2016. Ηe mostly attracted his fans through his positive and energetic outlook on life. That is exemplified in his motto “Mám se fajn” (I’m feeling great). It’s this energy that he puts into his work where he tries to inspire and educate his audience.

#17 on YouTube Trends

Using YouTube and Instagram -where Peca has more that 110,000 followers- as the campaign’s primary platforms, it celebrated the magic of can recycling and sustainable living. The content was received enthusiastically. Achieving more that 100,000 views, only a month after its launch, with 15,000 interactions and ranking #17 on YouTube Trends. The format of a vlog was the most appropriate for the topic, and Peca was an active part in the creative process from the beginning. 

The vlog connects meaningfully a sorting line in Prague where important information was presented by Mr. Radim Mana, the spokesman for waste collection company Pražské Služby, with the production of cans where important information was presented by Mr. Pavel Batík of Ball Corporation. Additionally, everything was accompanied by shots depicting the sorting and production processes.

The vlog’s goal

Certainly, the goal was to create educational content that would familiarize young people with drink can recycling in the most natural way possible. “We didn’t want to work with just numbers and benefits. Instead, we wanted to show the entire can making and recycling process supported by statements from experts in the field. We also wanted to show places the average person never sees and answer questions associated with recycling: Such as how much energy is saved? Why is it important to properly sort waste? etc. In other words – We wanted to dispel myths about aluminium can recycling in a cool way.

It was important for us that the creators we worked with had a connection with sustainability and an environmentally-friendly lifestyle. That was the only way to make it appealing to the public. Thus, it was necessary to know their work.” explains the creative team of Každá plechovka se počíta. 

Therefore, Jede Dose zählt created several characters that represent our audience groups. Specifically young people, parents, teenagers, sportsmen and -women, and artists. Also, our Austrian programme let short video sequences and funny slogans speak for themselves. For example: The basketball player says: “Recycling is like basketball: every throw is a direct hit!” or the dancer: “My most elegant pose? The recycled can!” (which rhymes very nicely in German).

The campaign aims to address existing and new audiences while encouraging them to recycle on Instagram and Facebook and will run until mid of April. 

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