Making Alberta’s beverage container recycling easy to talk about

ABCRC, the Alberta Beverage Container Recycling Corporation, is a nonprofit that runs Alberta’s beverage container recycling system, with more than 220 independently owned depots across the province.

ABCRC joined Sparx at the end of 2025. After a discovery process and a social strategy in January 2026, we took on its Instagram and Facebook. We plan the content, write the copy, design and animate the graphics, schedule every post, and keep up with the conversation. ABCRC approves every post before it goes live, and every post follows the copy and imagery guidelines we built with them.

Much of the work is series built to be saved and shared. Meet the Material gives each container material a personality, from the aluminum can on a road trip to the glass bottle on a sun lounger. Mythbusting, Then and Now, and waste diversion posts tackle common myths, the history of the system, and how it works today. Carousels such as The Life of a Beverage Container follow a returned container to its next life, and a series drawn from ABCRC’s 2025 Sustainability Report, Beyond the Depot, shows the system at work beyond the depot counter.

In spring 2026 we added an influencer pilot, working with creators to carry ABCRC’s message to new audiences. It has grown into a multi-phase program. In October 2026 we took over ABCRC’s LinkedIn page, starting with a baseline of how the page performs today so the work can be measured against it.

We report every week and every month on what the posts reached and how people responded, and review the work with ABCRC every six months.