New brief in the can

We have supported our first experiential activation for Every Can Counts, the not-for-profit communications programme, to promote the benefits of recycling drink cans.

Citypress was appointed lead PR agency for Every Can Counts earlier this year.

A giant rainbow made from 2,500 recycled cans was installed at Manchester’s Piccadilly Gardens ahead of World Environment Day. The installation formed part of a partnership with Greater Manchester Combined Authority, promoting drink can recycling across nine Greater Manchester boroughs.

It was part of wider campaign activity that took place simultaneously in 19 locations across 15 European countries, including the UK, France, Spain, Italy, Ireland and the Netherlands.

Every Can Counts is funded by drink can manufacturers, the recycling industry and drink brands and has the goal of reaching a 100% recycling rate in the UK. This includes campaigning to improve out-of-home can recycling facilities at venues including festivals, universities and shopping centres.

Citypress has a remit to amplify Every Can Counts’ activities across the UK and Ireland, taking the message of the infinite recyclability of drink cans to a wider audience through media engagement and new creative partnerships.

Chris Latham-Warde, UK programme manager, Every Can Counts, said: “We want to achieve a 100% recycling rate for drink cans. The current UK recycling rate is 82%, so there’s important work to be done. With Citypress we are working with a creative communications partner that can achieve real impact and bring different specialisms into play as and when we need them.”

Ruth Lee, director, Citypress, added: “Through our creative work, we are aiming to spread awareness about the ease and importance of drink can recycling, to encourage every person to recycle their empty cans.”

Citypress works with companies in the drinks sector includes Molson Coors and Coca-Cola Europacific Partners.