The not-for-profit recycling programme, Every Can Counts, has launched its third International Recycling Tour to mark World Environment Day on Monday 5th June.
The International Recycling Tour is an awareness campaign which champions the cause of sustainable living whilst encouraging people to keep outdoor public spaces clean and to recycle their empty drink cans wherever they go.
This year’s initiative will take place simultaneously in 16 countries including Austria, Belgium, Brazil, the Czech Republic, France, Greece, Hungary, Ireland, Italy, Montenegro, the Netherlands, Poland, Romania, Serbia, Spain, and the United Kingdom.
As part of this year’s UK campaign, Every Can Counts unveiled a nature-inspired installation this weekend at pop music festival, Mighty Hoopla, in London’s Brockwell Park.
Made up of 2,000 drink cans, the PixelCan artwork featured tiger eyes designed to have a ‘watching effect’ over festival goers to encourage them to do the right thing and recycle their drink cans.
In addition to the PixelCan artwork, eight of Every Can Counts’ dedicated ambassadors also helped to raise awareness of the importance of recycling by spreading the ‘drink cans recycle forever’ message.
Chris Latham-Warde, Programme Manager for Every Can Counts UK and Ireland, said: “From the banks of the Danube in Vienna and Budapest to Brixton in London, this year’s International Recycling Tour will see our signature PixelCan innovation pop up in iconic locations across the world. Not only will the pixelated mural captivate viewers from a distance, but it will also act as a symbol of the infinite possibilities of aluminium recycling, which is the message we’re trying to spread across the UK and beyond this World Environment Day.”
David Van Heuverswyn, Director of Every Can Counts Europe, added: “By coming together to celebrate World Environment Day and embracing the endless potential of aluminium recycling, we aim to inspire behaviour change and help reach 100% can recycling in Europe and beyond. That's why we are inviting everyone — consumers, local authorities, brands, and event organisers — to join forces and find better ways to recycle on-the-go, while having fun doing so."
Every Can Counts is a unique partnership formed between drink can manufacturers and the wider recycling industry, all with the goal of reaching a 100% recycling rate for drinks cans.
The programme communicates the importance of recycling drink cans and its team of ambassadors spread the recycling message and collect cans at many public events throughout the year.