Every Can Counts made sure recycling took centre stage at the Red Bull Soapbox Race in London.

Their recycling-themed soapbox highlighted the infinite recyclability of drink cans, and its part-can, part-plane shape illustrated the varied uses for aluminium as a material.

In total, 70 teams tackled the obstacle-filled course in front of thousands of spectators at London’s Alexandra Palace – and Every Can Counts’ soapbox was one of those that made it to the finish line! But only just – the final jump proved to be too much for its steering and ended with a crash! 

Every Can Counts’ Programme Manager, Chris Latham-Warde piloted the soapbox with co-pilot Tom Giddings, Alupro’s Executive Director. Cyclone Works’ Paul Bacon and Lee Cox completed the 4-person team as the expert engineers behind the can-shaped racing machine.

To ensure our recycling message could be easily embraced by the spectators at Ally Pally, Every Can Counts brought can recycling cages to the event along with an enthusiastic team who roamed the grounds collecting cans and chatting to attendees about the importance of recycling their empty cans.