Materials

MetalMatters reaches half a million households in 2015

MetalMatters reaches half a million households in 2015MetalMatters, the industry-funded communications campaign to increase household recycling of metal packaging, has announced that it will reach over half a million UK households in 2015, after new partners joined the campaign last month.

In October, the campaign was launched across a further 300,000 homes in Warwick, Torbay and four districts in Lancashire, bringing the total number of local authorities (LAs) that have participated to 57.

The new campaigns mean that in 2015, 534,000 households in 10 LAs will have been reached by the campaign, which has been developed and funded by the metal packaging industry, reprocecessors and fillers, and is managed by the Aluminium Packaging Recycling Organisation (Alupro).

Alupro has also confirmed that a further four programmes will begin in the first quarter of 2016.

The campaigns announced today will see the LAs in Warwick, Torbay and Lancashire work with MetalMatters to co-host road show events and distribute messages to residents about the benefits of recycling metal packaging in a bid to reduce the amount of metal being sent to landfill.

As part of the campaign, all households in the area will receive two leaflets. These leaflets are typically distributed eight weeks apart, informing and reminding residents about what and how to recycle and what happens to metal packaging after it has been recycled.

Each communications campaign is tailored to the individual area to help ensure that MetalMatters delivers the maximum impact.

With campaigns costing around 27 pence per household, MetalMatters estimates that, due to the value of the additional metal packaging collected and landfill costs avoided, campaigns typically recover the financial investment within 12 months.

MetalMatters reaches half a million households in 2015

‘A great example of how industry and LAs can work together’

The new campaigns in Warwick, Torbay and Lancashire follow East, North and South Ayrshire, which joined MetalMatters in August.

Since it began in 2012, MetalMatters says it has worked with 57 LAs, reaching a total of 3.5 million households.

Rick Hindley, Executive Director of Alupro, advocated the increasing involvement of councils: “The message is clearly getting through to councils: MetalMatters is one of the most cost-effective ways to motivate residents to recycle more.

“MetalMatters has transformed the UK’s approach to metal packaging recycling. It is a great example of how industry and local authorities can work together to engage local communities, drive up recycling rates and support the recycling sector.”

The campaign has been selected as a finalist for Corporate Social Responsibility Initiative of the Year at the UK Packaging Awards, which take place on 11 November.

Learn more about MetalMatters or read its 2015 report ‘The Business Case for Recycling Communications’.

Related Articles