2011 was a busy year for BCME and the can making industry as a whole. From business and consumer facing activity, including i luv my can, to an award winning pilot scheme, promoting sustainability has been a key focus. BCME supported campaigns Every Can Counts and MetalMatters, encouraging recycling “on the go” and from the home, were both highlighted in the Government Review of Waste Policy in England 2011 and have received widespread acclaim. Both were shortlisted as finalists in several industry awards, with MetalMatters claiming the CIWM Award for Excellence in Communication.
In the summer of 2011, i luv my can was launched to consumers by Miquita Oliver with the aim to encourage canned drink lovers to look at their packaging in a new light and come up with canny creations highlighting the great recycling credentials of the can. Supported by the Art Fund, a leading UK charity, the fantastic entries ranged from clothing and jewellery to sculptures and videos made entirely from cans. The very best creations were auctioned for the charity, with over £1,300 raised.
MetalMatters, a groundbreaking pilot scheme encouraging residents to recycle more metal from the home, announced the results from trial areas Nuneaton and Bedworth Borough Council and East Hampshire District Council. Using in-depth research and innovative communications material, the programme saw encouraging results, including a 12.9 per cent increase in metal recycling in the biggest trial area of more than 54,000 households and a fantastic response to the communications materials. New funding partner, Coca Cola Enterprises, was announced towards the end of last year and the next phase of MetalMatters is due to be announced in early February.
Every Can Counts, the out of the home drinks can recycling programme, has gone from strength to strength in 2011, with a raft of firsts including signing their first major drinks brand partner, Red Bull. In 2011 Every Can Counts was involved in 10 music festivals including V Festival, carried out activity in universities and took its first steps onto the high street in South Oxfordshire and the Vale of the White Horse. A new and improved website for Every Can Counts was launched and the programme has also been busy creating video case studies and encouraging young people to recycle, as well as increasing their Social Media presence.
This is just a small snapshot of 2011 activity. 2012 promises to be an even more exciting year for the beverage can industry, with plenty on the horizon.