Every Can Counts: When Recycling Gets Personal

Even the most eco-conscious households don’t always see eye to eye when it comes to recycling.

From whether to rinse out cans to the age-old “which bin does this go in?” debate, domestic disagreements over waste are surprisingly common. These everyday tensions were the springboard for our latest campaign with Every Can Counts – a not-for-profit initiative that aims to inspire, encourage and empower people to recycle their empty drink cans.

Tasked with driving greater awareness and encouraging more consistent recycling behaviour at home, we started by uncovering new insights into just how common domestic disputes over recycling really are – particularly among couples.

Rather than just highlighting the problem, we used it to spark a national conversation. Injecting humour and relatability into, we took to the streets with Every Can Counts’ mascot Canzee, using the brand’s vibrant CANvas art installation – made entirely from recycled cans and painted by artist Shawn Sharpe – as our backdrop.

Through a series of vox pops with members of the public, we turned everyday frustrations into a creative campaign moment that made people stop, smile, and think twice about their own recycling habits.

The result? Widespread national and regional media coverage, real-world engagement, and a timely reminder that small actions – like recycling a single can – can make a big difference. Because when it comes to sustainability, every can really does count.