The Aluminium Packaging Recycling Organisation Ireland

Drinks can recycling programme Every Can Counts has launched a new game to get users of social media across Europe to think more about recycling.


The new game, #Olympican, has a sporting theme and tasks players to sprint along a running track jumping hurdles and collecting as many empty drinks cans as possible within 60 seconds, collecting points for every can recycled. Players who score 1000 points or more are then entered into a prize draw to win a national prize. In the UK the winner will receive £150 Amazon vouchers. Across Europe those scoring over 2000 qualify for a further prize draw for a chance to win a ‘Ricicletta’ bicycle made of 800 recycled aluminium beverage cans.

The OlympiCAN game is the result of co-operation across the European Every Can Counts recycling network. It has been developed and project managed by digital marketing agency UCME, based in Greece, with help from the local Every Can Counts team and Alupro in the UK. The ‘Ricicletta’ bike is made in Italy under licence from CiAL, the Italian Consortium for the Recovery and Recycling of Aluminium – sister organisation.

Jonathan Easthope, Every Can Counts brand manager in the UK, says: “Earlier this year our Can Dunk game achieved high levels of engagement across Europe and provided a great springboard for the national Every Can Counts programmes to promote their activities to a wide audience of consumers.  The sporting theme of the new #OlympiCAN game means we can link it to the outdoor events we all attend throughout the summer across Europe to promote recycling ‘on the go’ – and it’s already getting some great results. ”