Riding high in the Recycle Race

Summer is here, which means many of us are taking to our bikes and enjoying the fresh air. Cycling and the environment are closely connected, so Every Can Counts has teamed up with Drops Cycling Team at major UK competitive cycling races during the 2017 season to engage with cycling fans about the importance of recycling drink cans.

Cycling is the fastest-growing mass participation sport in the UK and our partnership with Drops Cycling Team has enabled us to reach a large and expanding number of cycling enthusiasts. We were delighted with the positive response we have had over recent months from over 5,000 race-watchers attending the Tour de Yorkshire, the Tour Series, The Women’s Tour and the Otley Grand Prix.

Fans cheering on elite cyclists from the world’s top teams took the opportunity to combine their own cycling and recycling skills by taking part in our fun, interactive cycling game. Participants in ‘The Recycle Race’, located at the Every Can Counts stand at these events, competed against friends and family, pedalling as fast as they could to push a can around the recycling loop. The game promotes the messaging that the drinks can you recycle today could be recycled into a new can in 60 days and that aluminium is endlessly recyclable. People were able to try the activity, recycle their drinks cans, and enter a competition with the chance to win some Every Can Counts giveaways.

There were plenty of thrills on the competitive race-track too. The exhausting, fast-paced races saw teams push themselves to their limits. A key highlight was Drops Cycling Team dominating the Tour Series, taking both the team and individual titles. These are impressive results for a team only in its second year of competitive cycling and we’re proud to have the Every Can Counts logo featured on their winning team jersey.

Fans could watch televised highlights from each race day, hearing more from cyclists and teams on ITV4, reaching an average audience of 500,000 per show. We’ve also been sharing Drops Cycling Team news, regularly tweeting updates and results from the “re-cyclists” @dropscycling to show our support and using the team hashtag #ColourTheRoad. This has been a great way to share our involvement with the team and has seen our Twitter followers increase, with our recycling messages now being heard by thousands of cyclist enthusiasts across the UK and Europe.

To promote the recycling message even further, Drops Cycling Team member, Alice Barnes, joined our Executive Director, Rick Hindley to give a series of regional radio interviews about the ‘Recycle Race’. Alice, who also competes for Team GB, shared her competitive cycling experience whilst encouraging everyone to recycle drinks cans used whilst on the go and away from the home.

The Every Can Counts programme, run by the Aluminium Packaging Recycling Organisation, currently has more than 13,000 Every Can Counts branded recycling points around the UK – a canny achievement even if we say so ourselves. There’s still plenty to do though, which makes our partnership with the Drops Cycling Team so important – the recycle race isn’t over and we need and value your involvement to ensure aluminium packaging recycling rates continue to ride high.