circular economy

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Kathe Kouti Metrai X Costas Spathis: Recycling Done Differently
Kathe Kouti Metrai X Costas Spathis: Recycling Done Differently 2560 768 adminEirini

The popular Greek artist emphasises the importance of recycling through a new photography awareness campaign in partnership with Kathe Kouti Metrai, the Every Can Counts programme in Greece.

Photographs by architect Costas Spathis, often inspired by nature and Greece, travel across the globe. His unique outlook on the world, which is both abstract and totally symmetrical, has earned him 360.000 followers on Instagram, while his images convey different messages through his dynamic ‘less is more’ philosophy. It is this unique outlook and his love of nature that encouraged our initiative in Greece to appoint him as artistic director of its new public awareness campaign on the benefits of aluminium can recycling and circular economy. 

When asked about the campaign, Spathis stated: “Through the art of photography and generally through my work, I try to make people more conscious of the environment; I try to promote the grandeur of nature and highlight the value of recycling. Through this collaboration, I aim to emphasise the unique properties of aluminium as a sustainable packaging material, as well as the significant efforts being made by Kathe Kouti Metrai. As part of this campaign, I am creating messages by stressing the relationship between man and can, and using shapes and compositions featuring aluminium drink cans”.

Aluminium is a valuable material that does not belong in the general waste bin. It can enjoy endless life cycles and take on thousands of forms. Aluminium cans are recycled far more frequently than any other packaging worldwide, thus saving 95% energy compared to their primary production. Their recycling also contributes to an equivalent reduction in CO2  emissions, which are responsible for the greenhouse effect. The perpetual life cycle of aluminium drink cans is what inspired Spathis, since aluminium can be recycled while still maintaining its quality. His images remind people to throw their empty cans in the right bin, thus embracing circular economy and r contributing  to a more sustainable future for the planet.

Recycling out of home: We can do better

Even though recycling is now a way of life in most households, recycling out of home has not yet found the place it deserves in people’s conscience. In Greece, the average rate of aluminium can recycling is 55%, which makes the programme’s presence in the country even more important, since its goal is to inform and encourage  people  to recycle every soft drink, beer or water can, wherever they are. According to Eirini Topouzidou, the Every Can Counts programme manager in Greece, “every can that finds its way into the right bin saves energy and natural resources, and brings us one step closer to a sustainable way of life. Spathis’ photographs manage to get this message across in the best way possible, and also express the philosophy of our programme, which is always in search of creative ways to inspire people to change their habits and view recycling in a different light”.

The awareness campaign was well received by the greek media and was featured in popular websites and magazines.

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A beer for the environment: Every Can Counts supports Austrian brewery Bierol and NGO Protect our Winters in a joint recycling project
A beer for the environment: Every Can Counts supports Austrian brewery Bierol and NGO Protect our Winters in a joint recycling project 2362 1575 adminEirini

Bierol, a brewery in Tyrol (Austria) and the environmental organization Protect our Winters Austria (POW) have joined forces to save what everyone loves: Austrian mountains and their surrounding nature. With a beer that was crafted for this special project they want to set an example for proper recycling and promote the importance of a more circular economy. Jede Dose zählt supports the project with its expertise in can recycling.


How does a beer help the environment?
It’s super easy: “Cold Stoke” – a Pale Ale filled in cans is the ideal beer to take up on the mountain and enjoy in beautiful nature. There is no chance of breaking or sunshine changing the taste of the beer. When the can is empty however, it becomes even more powerful: Because for every recycled can of “Cold Stoke” Bierol donates 50 Cents to POW and the money directly goes into environmental projects.


Christoph Bichler, head brewer and owner of Bierol, mentioned: “The aluminium recycling rate in Austria is currently at 70 percent, that is not enough. If we want to protect our environment, we have to be more careful with resources and more importantly, we cannot leave packaging lying around in nature. With our new campaign we want to draw attention to this issue and be part of the change.”

Drink. Recycle. Protect our nature.
“Cold Stoke” is the first Austrian beer that sets an example for environmental protection in this specific way and everyone can be part of it: Buy a “Cold Stoke“, enjoy the taste and send a photo of recycling the empty can to the Instagram account of @protectourwintersaustria –Bierol will then donate 50 Cents to the NGO.


The beer is now available in the Bierol online shop and selected beer shops in Austria.

Find out more: www.bierol.at, www.protectourwinters.at
Instagram: @protectourwintersaustria, @bierol

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Recycling on ice: Every Can Counts partners with KAWEA to recycle beverage cans at Grazer Winterwelt
Recycling on ice: Every Can Counts partners with KAWEA to recycle beverage cans at Grazer Winterwelt 1920 600 adminEirini

The ice skating rink “Grazer Winterwelt“ in the capital of Styria, Austria has been open since November. For the first time, the organizers partner with Every Can Counts and the Styrian drink brand KAWEA to put environmental protection next to ice skating on the agenda of the event. Ice rink branded can bins invite people to recycle their consumed cans and promoters with backpacks inform visitors about drink can recycling and why it matters.

“We want to offer our visitors a fantastic ice skating experience and encourage them to take care of the environment. Together with Every Can Counts and KAWEA we have set up recycling containers to collect beverage cans to bring them back in the recycling loop”, says Nina Mally from “Grazer Winterwelt“.

Claudia Bierth, spokesperson for Every Can Counts Austria, is very pleased about the cooperation: “More and more event organizers approach us to make their events greener. In the case of beverage cans, recycling not only means conservation of resources, but 95 % less energy compared to the production of new aluminium. The can is a ‘perfect fit’ for the circular economy.”

Until the end of January visitors can skate, try some pirouettes or play ice hockey at “Grazer Winterwelt“ – and do something good for the environment at the same time.

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&ΞANA We CAN Dance: A creative campaign by Kathe Kouti Metrai
&ΞANA We CAN Dance: A creative campaign by Kathe Kouti Metrai 2496 1406 adminEirini

&ΞANA (&AGAIN in Greek) is an energetic campaign that brings together selected Greek creatives with our local programme Kathe Kouti Metrai and the Every Can Counts mission to encourage  people to recycle their drink cans wherever they are, and to have fun doing so. 

Inspired by the unique properties of aluminium drink cans, that can be recycled over and over again – essentially forever – the campaign’s goal is to create original content that highlights the importance of on-the-go recycling, while promoting the principles of a more circular economy. 

&ΞANA Vol1 – We CAN Dance 

What do recycling and dancing have in common? Just like with dancing, in order to start the infinite recycling cycle, all you need is someone to make the first step. And, as with almost everything, change can only happen when it starts from within our own self. For Matthew Papadopoulos, an award-winning choreographer and founding member of the legendary LoonaBeats Crew in Thessaloniki, this was the core idea behind his powerful dance act that aims to inspire people to change attitudes and behaviours around drink can recycling.

Through a dynamic, energetic choreography, Matthew along with eight more dancers, show us how small gestures in our everyday life can have a big impact on the environment and invite us to think about what we can do today to make a difference tomorrow; placing the empty drink cans in the right bin is the first and most important step of the can recycling journey – an incredibly quick process where old drink cans become part of a new bike, car, coffee pot or even new cans within 60 days of being collected. And everything starts again &AGAIN, forever. 

We CAN dance, we can make a difference! Watch the full video 👇

Concept-choreography: Matthew Papadopoulos @matthewpap_lbc, @academy_skg

Directed by: @yourwhitemoments

Dancers: @maria.vernardou, @alex.savides, @laertisiskoss, @stella_mpakirtzi, @stephaniechatz, @vasilis_karajohn, @jimmy_orlia, @sia_mouss

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Ogni Lattina Vale and Amazon Italy join forces as part of the “Recycling Week 2021” initiative
Ogni Lattina Vale and Amazon Italy join forces as part of the “Recycling Week 2021” initiative 1920 1080 adminEirini

To achieve a truly circular economy and 100% can recycling throughout Europe, people and brands need to act in unison. It’s with great pleasure then that Ogni Lattina Vale, our programme in Italy, have partnered with Amazon for a joint activity in September and October to further pursue this goal.

As part of the “Recycling Week 2021” initiative, three of Amazon’s operation centres, Passo Corese, Colleferro, and Terrazza Piemontese will organise a separate collection of used aluminium cans by the company’s employees. All cans collected will be recycled with the support of CIAL, Italy’s National Aluminium Packaging Consortium, which represents the Every Can Counts programme in the country.

The proceeds from the recycled cans will be then donated by Amazon and CIAL to a non-profit organization that will be identified later. This project is coordinated by CIAL to strengthen the separate collection of aluminium, in a country where approximately 70% of the aluminium packaging is recycled every year.

Despite the obvious challenges brought by the pandemic, Ogni Lattina Vale has managed to secure a variety of partnerships and activations during major events such as the Misano Moto GP, the Viareggio Carnival, the Giffoni Film Festival, and a summer recycling campaign  in over a hundred Calabrian beaches,  together with  the Marine Parks Authority of the Region.

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Každá Plechovka Se Počítá takes part in Red Bull’s 400 race
Každá Plechovka Se Počítá takes part in Red Bull’s 400 race 1920 1080 adminEirini

Dubbed “the hardest 400 meters in life” , Red Bull’s extreme running race is not for the faint-hearted as it requires stamina and great technique. Taking place in Liberec and returning after two years, it’s an impressive sports spectacle that Každá Plechovka Se Počítá, our programme in Czech Republic, was delighted to participate in.

Thankfully, the task of our programme’s recycling ambassadors was much easier than reaching the finishing line! The Every Can Counts backpackers were there to help people recycle their empty cans and highlight the importance of aluminium can recycling and circular economy.

A popular cross-border event, Red Bull 400 is something we’re always looking forward to returning to!

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