I know the OP's event is long over, but this sounds like a good thing to contact a local radio station's morning show about. Get them interested and they'll announce it on the radio constantly in the days and weeks leading up to the can drive. Plus, if they get excited enough about it, they'll show up with a van, a tent, free stuff to give away to people who stop... they might broadcast live from the event...
Something one of the Houston morning shows used to do was "fill the bus." They'd get the public bus authority to send an empty bus to the event and they'd challenge listeners to help them fill the bus with non-perishable food items. Check with a school district, a fire station, a local car dealership... maybe somebody could send out some kind of vehicle to get "filled up." Heck, get a campus delivery van.
To thank any outside entities for their participation, give them a nice "thank-you" plaque, maybe with a photo of the chapter on it, and make sure a blurb is printed in the campus newspaper.
10,000 cans is a lot of cans, but with a little effective networking and some follow-up, it can get done.
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