Seville presents the campaign ‘Metal Never Dies’ on the occasion of World Recycling Day

Seville City Council and some of the city’s rehearsal rooms celebrate World Recycling Day by launching the campaign “Metal Never Dies” of the association Every Can Counts, to raise environmental awareness and promote sustainability in public spaces. This campaign was born from the analogy between the world of heavy metal – with the famous phrase “rockers never die” – and the recycling of this packaging, which has an infinite life cycle.

Thanks to this alliance, the campaign lands in 13 rehearsal rooms where awareness will be raised about the importance of recycling beverage cans in these spaces, promoting a sustainable and safe culture. This initiative has been presented today at the City Hall of Seville, as part of the celebration of World Recycling Day and has been attended by the delegate of Ecological Transition, David Guevara, the manager of Lipasam, Virginia Pividal, and Pablo Garcia, Director of Every Can Counts in Spain.

The delegate of Ecological Transition and Sports, David Guevara, stressed “the importance of joining all possible efforts in the fight against climate change and sustainability through awareness and outreach strategies in which the cultural world has to participate by definition of commitment to a better world and a better future”. Pablo García, Director of Cada Lata Cuenta in Spain highlights: “Metal, both musically and materially, never dies. A message that helps us to remember that metal cans can be recycled infinitely, a simple gesture that promotes a sustainable culture to take care of the planet. And we will do it hand in hand with an ally like the City Council of Seville, which shows its commitment to the environment by supporting this initiative”.

As part of this awareness campaign, the rehearsal rooms will have depositories to facilitate the recycling of these containers. In addition, participating venues will receive educational materials reminding them of the importance of recycling.

As part of this can recycling campaign, they have joined forces with leading voices of this musical genre and with a professional career backed by awards such as the Rockferendum, to put melody and lyrics to the campaign. Thus, the creators of the song Larga vida al metal, which will be released soon, fusing the strength of heavy metal with lyrics that invite to give infinite lives to the cans.

This initiative is part of LIPASAM’s recycling strategy. In 2020, in Seville 8,800 tons of packaging were collected in the yellow containers of Seville, 6% more than the previous year. This data is particularly relevant because it occurred in a context of declining waste production caused by the pandemic. Since 2014, the waste deposited each year by Sevillians in the packaging fraction has increased by 35.5%.

Every Can Counts is a European program that promotes the recycling of beverage cans at events and public spaces. This program, with presence in 14 countries in Europe, was born in the United Kingdom in 2009 and arrived in Spain in 2015.

More information at https://elmetalnuncamuere.com/