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RECYCLING BECOMES A LIFESTYLE


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2014-01-23 14:58:58 - “Jede Dose zaehlt” [“Every Can Counts”] sets a new record in its 4th year

In “jede Dose zaehlt” [“Every Can Counts”]’s fourth year the drinks can recycling initiative almost doubled its public presence and set a new record – 19 million contacts. “Because it’s fun” or “Crushing cans, creating the future” is enthusiastically discussed on facebook. The message is therefore not only often seen, but additionally hits home, is experienced first-hand and spread further afield. An active community exchanges ideas locally and on the facebook page, posts photos, works together, dances the CanCRUSHRhythm, crushes cans and collects them for re-use.


RECYCLING BECOMES A LIFESTYLE –
“Jede Dose zaehlt” Every Can Counts sets a new record in its 4th year

In “jede Dose zaehlt” Every Can Counts’s fourth year the drinks can recycling initiative almost doubled its public presence and set a new record – 19 million contacts. “Because it’s fun” or “Crushing cans, creating the future” is enthusiastically discussed on facebook. The message is therefore not only often seen, but additionally hits home, is experienced first-hand and spread further afield. An active community exchanges ideas locally and on the facebook page, posts photos, works together, dances the CanCRUSHRhythm, crushes cans and collects them for re-use.
“Jede Dose zaehlt” Every Can Counts sets a new record in its 4th year

In “jede

Dose zaehlt” Every Can Counts’s fourth year the drinks can recycling initiative almost doubled its public presence and set a new record – 19 million contacts. “Because it’s fun” or “Crushing cans, creating the future” is enthusiastically discussed on facebook. The message is therefore not only often seen, but additionally hits home, is experienced first-hand and spread further afield. An active community exchanges ideas locally and on the facebook page, posts photos, works together, dances the CanCRUSHRhythm, crushes cans and collects them for re-use. “Jede Dose zaehlt” Every Can Counts creates a new awareness about recycling through wit and good humour “because changing behaviour takes place in the heart, not in the mind” states the initiative’s director, Dorothea Junk.

“Jede Dose zaehlt” gets right into the heart of the action, where many cans are consumed - music and sports festivals, parties, swimming pools, shopping areas... - in order to create new rituals there on the spot, which should make drinks can recycling a matter of course. 2013 was, for “Jede Dose zaehlt very much characterized by large festivals, where the initiative was more strongly represented than ever before. Interactive games, CanBikes and funny photo campaigns catered for a great atmosphere at 3 huge festivals – Beatpatrol, Red Bull Wake of Steel and Red Bull Beatboat. The “Can Exchange” at the Beatpatrol festival was even more successful that year than in 2012; the recycling rate was increased by a further 40% per festival goer.
“Jede Dose zaehlt” also informed people comprehensively at 75 promotional days throughout 2013. A particularly successful moment in the marketing of “Jede Dose zaehlt” was the cinema advert, which was seen 9.7 million times by Austrian cinema goers in December 2013. Additionally, through articles and adverts, around 3 million readers came across the printed media. Moreover “Jede Dose zaehlt” upgraded digitally and is represented in all major social media channels; its facebook, Google+, flickr and YouTube gained 3.5 million views from around the world.

“Jede Dose zaehlt” makes the process of recycling itself an experience. With gaudy costumes, cool moves and music recycling becomes a lifestyle action. These methods work especially well amongst the young target group (16-35). This is incredibly important because sustainable behaviour and conscious use of resources belong more and more to part of the current lifestyle. The recycling of empty drinks cans can make an important contribution. Recycling aluminium drinks cans saves 95% of the energy which would be required to produce the metal from scratch. Another fundamental advantage: drinks cans are completely recyclable and retain the same high quality regardless, and thus remain in the endless raw material cycle. Many useful new products are made out of recycled drinks cans, such as bicycles, laptops, window frames etc…or even new drinks cans.

Through wide-ranging promotion targeting, “jede Dose zaehlt” brings attention to the use of the existing and comprehensive collection system in Austria. Empty drinks cans are best – for environmental reasons – compressed to save space = CRUSHed and then collected in the metal collection containers with the blue lids (in some regions in the yellow sack). It is quick and easy with the “jede Dose zaehlt” motto: 1: Empty 2: CRUSH 3: Collect. And it’s fun. So more and more Austrians are pleased about the recycling of drinks cans. The initiative “jede Dose zaehlt” continues to successfully establish new environmental awareness and behaviour.

So: really EVERY can counts, if we’re talking about recycling.
20140116/NW/HRB

FACTBOX “jede Dose zaehlt” Every Can Counts – This was 2013

• 19 million contacts reached.
• Around 40 CanRiders, CanBikers und CanDancers inspire people at 75 promotion days.
• 2.5 million people saw the CanBikers during a total of 16 outings throughout Vienna, around 1,400 people were directly talked to.
• Broadening of presence at large events: 102,000 visitors spoken to, for example at Beatpatrol Festival, Wake of Steel, Red Bull Beat Boat, Wiener Mistfest [where people can learn about waste disposal], Lugner City, Goodball football tournament.
• New record for collected cans at Beatpatrol Festival: +40% per festival goer compared to the year before. The “Can Exchange” successfully stirred up the festival goers to collect empty drinks cans for recycling.
• 12 student halls of residence were visited, students were informed and permanently equipped with collection containers and posters, around 6,000 students were addressed.
• At 6 promotion days 28,000 students und passers-by in front of the University of Vienna were reached. The stand at the “UniLeben Messe” University Life Fair was seen by an additional 13,000 people.
• 3 editorial tours through Vienna in a branded car: 63,000 contacts in the street traffic. Many editorial teams in Vienna directly informed others.
• Media presence in printed media expanded thanks to articles and adverts and 3 million readers were reached.
• The “jede Dose zaehlt” cinema advert was shown in Austrian digital cinemas as part of Blockbusters between 13.12.2013 and 2.01.2014 and was seen by 9.7 million people.
• 42,000 Visitors at 5 promotion days in Viennese public swimming spas.
• 10 sponsored parties organised with an approximate total of 2,700 guests, for example in the HTL ST. Pölten (technical school), in Vienna Debating Society or at the Volleyball Opening. The “sponsored parties” were promoted in 2013 and managed to increase by 230%.
• Successful third CanBag Design Competition with 76 designs submitted and 2,000 votes.
• Around 27,000 visitors (45,000 page requests) on the homepage www.jededosezaehlt.com, twice the number compared to the previous year.
• 3.3 million facebook users reached through our page www.facebook.com/jededosezaehlt.
• 7,300 fans, around 2,400 new fans this year and thus the community continued to expand by almost 50%.
• Our social network placement was expanded: New Google+ page.
• 2,400 views of our videos on YouTube.
• Up to 1,800 page requests daily for the “jede Dose zählt“ photos on flickr.
• Approximately 3,000 photos were taken during the initiative’s actions and events and selected pictures were uploaded to facebook, Google+ and flickr.


Contact Information:
Relations Communications

Linzerstraße 77/34

Contact Person:
Dr. Dorothea Junk

Phone: 0043152440530
email: email

Web: www.jededosezaehlt.com



Author:
Dorothea Junk
e-mail
Web: www.relationsnet.biz
Phone: 0043152440530

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