The first-ever ‘on the go’ recycling campaign by Every Can Counts ran simultaneously in 15 countries and creatively communicated the value of drink cans recycling to over 4 million people across Europe.
Spotted in more than 19 European locations on the same day, over a hundred Every Can Counts ambassadors with colourful recycling backpacks roamed evergreen parks and busy urban locations to raise awareness about the importance of circular economy and proper waste disposal. The European Recycling Tour 2021 was initiated on the 5th of June, World Environment Day, with a goal to celebrate public spaces and inspire people to put their drink cans in the right bin.
From the waterfronts of Ardèche in France and Pražská Náplavka in Prague, to the beaches of Siófok in Hungary and Alimos in Athens and iconic parks such as Madrid’s Rio, Vienna’s Prater and Amsterdam’s Vondelpark, the programme’s spirited backpackers conquered major corners of Europe. And then there were the interactive games, competitions and installations, including a gigantic heart-shaped recycling bin in the old town of Genoa and the absolute showstopper rainbow installation located in Piccadilly Gardens in Manchester; measuring four metres high and seven metres wide, and made out of more than 2,500 recycled drink cans, this arch highlighted the importance of recycling in the most spectacular way.
Partnerships with local authorities, eco-conscious influencers and popular drink brands, helped generate extra attention for the campaign which reached more than 4 million people, both in the field and online.
A tour that highlighted our common values about recycling
Social media fans had the chance to engage with a playful AR filter on Instagram and answer a short online survey regarding recycling habits. With over 8000 citizens completing the questionnaire across Europe, the results show that a staggering 96% of respondents believe that protecting the environment is fairly or very important. However, only 40% of the respondents recycle their drink cans when consumed on the go, while 60% say that more recycling bins in outdoor spaces would help them recycle more. When asked about the key criteria of sustainable packaging, the majority prioritised the following: “made from 100% recyclable material”, “infinitely recyclable”, and “can be produced and recycled inside Europe”.
60% of the respondents say that more recycling bins in outdoor spaces would help them recycle more.
“Aluminium drink cans meet all the requirements for sustainable packaging highlighted by the majority of respondents in our research, which is very encouraging. But it’s also clear that more work needs to be done from all sides when it comes to recycling on the go and putting our empties in the right bin for proper waste disposal and recycling”, says David Van Heuverswyn, Director of Every Can Counts Europe“. This visually impressive activation across Europe delivered a strong message about people acting in unison when it comes to achieving a truly circular economy, and if we are to reach our vision for 100% can recycling throughout Europe, we need all actors to do their part: the metal packaging industry, EPRs, local authorities, brands, as well as consumers”, he continues.
The European Recycling Tour 2021 took place in Austria, the Czech Republic, France, Greece, Hungary, Ireland, Italy, Montenegro, the Netherlands, Poland, Romania, Serbia, Slovenia, Spain, and the United Kingdom. Powered by the enthusiasm encountered during the campaign, each country is now busy with an ever-evolving calendar of similar activations planned across their regional offices. These ongoing awareness initiatives will become the groundwork for a new, annual pan-European activation. In the meantime, let’s #KeepTheCycleGoing by always putting your metal packaging in the right bin!