Resource Use

MetalMatters launches in Manchester and Rhondda Cynon Taf

MetalMatters, a campaign that aims to encourage householders to recycle their metal packaging, is being rolled out in two new campaigns in Greater Manchester and Rhondda Cynon Taf.

Manchester campaign

Recycle for Greater Manchester (R4GM) has teamed up with MetalMatters to encourage 405,000 households in four urban districts to recycle more of their metal packaging at the kerbside.

The 12-week programme is being funded by R4GM (run by Viridor Laing), MetalMatters and the Waste & Resources Action Programme (WRAP).

It is the first MetalMatters campaign to segment council districts within a major conurbation and will target residents living within Rochdale, Stockport, Manchester and Traffod councils in a ‘direct communications’ campaign involving two-phase leaflet drops and local roadshows. Around 15,250 households will also be targeted in a door-knocking campaign.

More generally, radio and press advertising about MetalMatters will extend across all nine districts in the R4GM area (1.1 million households).

The campaign forms part of R4GM’s aim to increase metal packaging recycling by at least 10 per cent in the four district councils over the next 12 months. To track the progress of the campaign, the Aluminium Packaging Recycling Organisation (Alupro), which manages MetalMatters, will produce progress reports in three, six and 12 months’ time.

It is expected that the MetalMatters campaign will be used to target all households in Greater Manchester over the next few years.

Hoping to ‘learn a great deal’ from the R4GM campaign

Recycle for Greater Manchester launches MetalMatters
(L - R): Kate Ravenscroft, Communications Specialist at Novelis UK; Councillor Nigel Murphy, Labour Member for Manchester; Valerie Leney, WRAP Project Manager; Bob Hulley, Senior Waste Officer, Trafford Council; Rick Hindley, Alupro's Executive Director

Rick Hindley, Executive Director of Alupro, said: “We are excited by the new approach that the Greater Manchester campaign is taking, and we hope to learn a great deal about the impact and effectiveness of the MetalMatters messages across a major conurbation and, at the same time, in very specific areas, including those with a high percentage of multi-occupancy accommodation. This will be valuable as we aim to develop and refine the campaign to help more local authorities and waste partnerships realise the value of metals in their waste streams.”

Councillor Elaine Sherrington, Chair of Greater Manchester Waste Disposal Authority Strategy & Behavioural Change, added: “We’re calling on local residents to make their metals matter and help increase Greater Manchester’s recycling performance. We are committed to reducing the amount of waste sent to landfill, and we hope the campaign will encourage our residents to recycle more.”

Claire Shrewsbury, WRAP’s Packaging Programme Area Manager, said that the organisation was “pleased to support the running of the MetalMatters campaign for Greater Manchester” and “appreciate[s] the huge opportunity offered from this collaborative project”.

Rhondda Cynon Taf launch

Rhondda Cynon Taf launches MetalMatters

Over in Wales, a MetalMatters campaign was launched this afternoon (13 November) by Rhondda Cynon Taf County Borough Council (RCTCBC).

Households in the borough reportedly use over 106 million items of metal packaging every year, and the campaign – funded by Waste Awareness Wales (part of the Welsh Local Government Association) and Alupro­ – is encouraging residents to recycle more of the food tins, drink cans, foil trays and empty aerosols

Like the Manchester campaign, the RCTCBC push will also involve leaflet drops explaining how and what items can be recycled, alongside a ‘make your metals matter’ campaign message that will feature in advertisements in local newspapers and radio.

Councillor Ann Crimmings, Cabinet Member for Environment, Leisure and Sport, (pictured above, centre) commented: “We’re asking residents to get into the habit of recycling any metal packaging that they use every day in their home. A small action like simply putting your drinks can or food tin in the recycling bag will make a big difference to the environment as well as helping Wales and Rhondda Cynon Taf meet its recycling targets.”

Hindley added: “We have done extensive research into recycling habits and found that it is often the uncertainty of how to recycle and what happens to the items recycled that prevents people from doing more. Campaigns like this allow us to take the recycling message into people’s homes and highlight exactly how they can help just by recycling more of the packaging they use every day.”

The campaign has been praised by Wales’s Minister for Natural Resources, Carl Sargeant, who said today: “Wales is leading the way for recycling in the UK, but we have challenging targets to meet and it’s great to see that Torfaen and Rhondda Cynon Taf councils are working with residents and the metal packaging industry to make improvements.

“It is vital that we try and make metals matter and recycle as much as possible.”

TV presenter Iolo Williams (pictured, far right) also supported the campaign launch this afternoon and commented: “Just think of all the things we use in our kitchens and bathrooms that are packaged using metal – food tins, drink cans, foil trays and aerosols – these items can all be easily recycled over and over again! I think this is a great campaign and I’m delighted to be supporting it today.”

MetalMatters was developed and is funded by the metal packaging manufacturing industry, reprocessors and fillers and is managed by Alupro on behalf of the partners.

Find out more about MetalMatters.

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