The Every Can Count project has been launched to encourage the recycling of beverage cans, especially those used outside the home – for example at work, during shopping, travel or leisure. The initiative began in the UK thanks to the support of aluminum companies. The success on the domestic market has expanded it to other countries: France, Austria, Hungary, Romania, Montenegro, Greece, Spain, Ireland, and from 2017 also Belgium and Poland. Opening up to new cultures has resulted in building a perfect base of experience, information and sources, as well as the possibility of creating a positive message on a much wider scale.
Every Can Counts in Poland is carried out by the Recal Foundation, which since 1995 has been conducting campaigns encouraging the recycling of aluminum packaging. Thanks to the ECC support, existing Recal activities have been enriched with a new and smart forms of transferring knowledge about the benefits of proper handling of used packaging. The program is part of the strategy of responsible development of the largest organizations in the aluminum packaging industry: European Aluminum, Ardagh Group and Can Pack Group