AME’S NEW CAMPAIGN

METAL IS RECYCLED FOREVER’, THE NEW AME CAMPAIGN

The Spanish Metallographic Association (AME) launched a new campaign to raise awareness of the benefits of metal packaging and closures under the slogan: ‘Metal is recycled forever’. This campaign seeks to raise awareness about the importance of recycling metal products.

This campaign started with the production of audiovisual material for dissemination purposes and goes beyond that by expanding through different virtual channels such as social networks and influencers to reach their content. Because it is infinitely recyclable, metal has become one of the most stable elements, which is why it is known as a “permanent material”. This has been reason enough for the campaign to further promote the use of the infinity symbol.

To promote the circular economy and show the many benefits of metal packaging and closures that are infinitely recyclable, the AME has launched a campaign with the theme “Metal Recycles Forever” to raise awareness throughout society. The Association is making efforts to inform people of all ages about the benefits of metal containers and closures. In particular, the enormous advantage of being infinitely recyclable is highlighted.

Metal has become one of the materials with the most beneficial characteristics for today’s environment because, unlike other types of materials, it always returns to its original form. This ability of metal to be personally preserved and recyclable forever is one of the main reasons why the campaign promotes it so much, using the infinity symbol as a reflection of the metal’s ability.

Due to its characteristics, metal has proven to be the ideal packaging material compared to others because, in addition to the benefits related to sustainability, metal packaging and closures are a clear example of efficiency and performance in the production and supply chain. In addition, this strength allows the filling, storage and subsequent transport of the containers to be carried out without any risk of breakage or loss of the product.

On the more aesthetic side, metal packaging and closures offer brands a great competitive advantage. The adaptation of size, shape and design that these containers allow, gives brands infinite possibilities to choose the one that best suits their needs.

Metal, the most frequently recovered material, has a recycling rate for aluminum and steel packaging of 86.4% in Spain in 2021. This results in substantial energy savings and a significant reduction in CO2 emissions.

AME has created this initiative to ensure that these figures continue to increase, sending a clear message to the population: the consumption of metal packaging – cans and beverage cans, aerosols, industrial packaging such as paint containers or decorative packaging such as a metal cookie tin – and metal closures – caps, lids or the metal seal on wine – is a form of sustainable consumption. Therefore, and this is another key message, all of them must be deposited in the yellow container.

The association’s interests led to the launch of a proactive campaign on the qualities of the material, with the aim of bringing it closer to society. This included the use of different platforms to communicate the explanatory video and, in addition, the use of influencers, this time BlondieMuser and Tania Borg, to convey their message on social networks.

AME will also launch an initiative, the I Infinity Awards, an award that aims to promote and recognize the best work disseminating the properties and benefits of metal packaging and closures.