Every Can Counts UK celebrates its 15th anniversary
From workplace scheme to global initiative, Every Can Counts has spent 15 years promoting aluminium can recycling through creative partnerships, events, and community engagement.
Every Can Counts, Alupro’s not-for-profit programme that aims to encourage a 100 per cent recycling rate for drink cans is celebrating its 15th anniversary. The initiative, which began in Birmingham as a workplace recycling scheme in 2009, has now expanded to 21 countries worldwide, including Brazil, the United Arab Emirates, and most recently, the United States.
To mark this milestone, 27 Every Can Counts representatives from across the globe met in Prague ahead of the European Aluminium Packaging & Recycling Seminar. The celebrations included a meeting where representatives shared local success stories and discussed the next steps in developing the programme's global strategy.
Chris Latham-Warde, Programme Manager at Every Can Counts, said: "Since Every Can Counts was founded, the recycling rate for aluminium drink cans in the UK has increased by an impressive 27 per cent. We're incredibly proud of our contribution to this movement, beating the drum about the importance of recycling used drink cans and inspiring positive behaviour change."
From workplace to global impact
The programme was launched 15 years ago after Alupro identified that many workplaces lacked the infrastructure for employees to recycle their drink cans. Since its inception, Every Can Counts has broadened its focus to also target consumers beyond the workplace, encouraging people to recycle empty cans wherever they are.
When the initiative started, 54 per cent of the UK's aluminium drink cans were recycled. This figure has since grown to 81 per cent, demonstrating the significant impact of the programme's efforts.
Creative partnerships and community engagement
Every Can Counts has employed a range of creative strategies to communicate the benefits of can recycling and improve out-of-home recycling facilities. The programme has distributed more than 19,000 drink can collection boxes across the country since it started.
Key initiatives include:
- Attending over 150 festivals, brand, and sports events since its first festival appearance in 2010.
- Directly partnering with 14 prominent drink brands, most recently launching a partnership with Molson Coors Beverage Company in early 2024.
- Touring the UK with eye-catching installations, including a giant rainbow made of 2,500 recycled cans, which has appeared in 13 locations over the years.
- Launching an annual International Recycling Tour in 2020, featuring a different sustainability theme each year and a unique PixelCan artwork made from 2,000 recycled cans.
- Awarding 30 Green Can Awards to businesses, organisations, and individuals excelling in can recycling within their communities.
The programme has also supported 50 community groups in the UK to establish can recycling collections in their local areas. One such group, Cans4City, has raised over £15,400 for Exeter City Community Trust by collecting more than 19 tonnes of drink cans.
Latham-Warde added: "We've come a long way from humble beginnings in Birmingham to evolving into a global programme with an ever-growing team working hard to spread our message – including that every can recycled can be back on the shelf in 60 days and recycled time and time again. We can't wait to see what the next 15 years have in store for us as we continue to inspire and empower individuals to recycle."
Find out more about Every Can Counts