RECAP’s work with the Metalmatters campaign has yielded a positive result of an almost 30% increase in recycling. Campaign sources say that initial analysis showed that metal capture rates increased by 14.4% (a 23.7% increase in aluminum cans collected for recycling and a 6.2% increase in steel cans). The campaign resulted in substantial cost savings and revenue generation. RECAP reported a saving of £58,112 in landfill costs, based on an average of £120 per ton. In addition, increased recycling of aluminum and steel provided an additional resale value of £294,629 (with aluminum valued at £800 per ton and steel at £100 per ton). In short, the campaign paid for itself in just four weeks.
The program’s success demonstrates the effectiveness of a well-balanced communication strategy that leverages both traditional and digital media channels. By proactively reaching out directly to residents, the campaign achieved a broad reach, resulting in significant environmental and financial benefits, say campaign managers.
Tom Giddings, managing director of Alupro, facilitator of MetalMatters, said, “Since the launch of the MetalMatters initiative in 2012, we have collaborated with 128 local authorities across the UK, sharing positive recycling messages, helping to educate over eight million residents and generating significant environmental impact.
“Funded by the metal packaging industry, MetalMatters educates households about the benefits of metal packaging and encourages them to recycle. Designed to support curbside recycling schemes, MetalMatters can be implemented by local authorities in a region, by collection round or through demographic segmentation.
“By providing specific educational materials and clear recycling guidelines, the initiative fosters a greater understanding of the environmental and economic benefits of recycling metal packaging. It underscores the effectiveness of well-crafted, informative campaigns in driving behavior change and promoting environmental stability.”
Located in East Anglia, the counties of Cambridgeshire and Peterborough boast beautiful scenery, expansive marshlands, charming cathedral towns and vibrant cities. The region is a highly desirable location for tourists, residents and businesses alike.
Since 1999, waste management has been carried out collectively under the banner of RECAP (Cambridgeshire and Peterborough Waste Partnership).
Uniting seven local authorities – Cambridge City Council, Cambridgeshire County Council, East Cambridgeshire District Council, Fenland District Council, Huntingdon District Council, South Cambridgeshire District Council and Peterborough City Council – RECAP’s vision is to improve waste management practices and promote best recycling practices across the region.
Working together to reduce waste, develop infrastructure and identify environmentally responsible ways to meet the needs of local communities, the partnership encompasses several projects to accelerate its progress, including the Recyclable Summer Challenge, Wear it Love it Share it and Love Food Hate Waste. In May 2023, partnered with Alupro to launch MetalMatters, an educational initiative specifically designed to increase curbside recycling rates and increase metal container collection volumes.
With a budget of only £37,000 and the need to target 372,000 households across the region, the initiative leveraged a variety of communication tactics to engage the public and encourage better recycling habits.
Along with a series of advertisements on local buses and radio stations, a robust social media campaign was implemented, which included an interactive animated video and a set of supporting graphics. The materials aimed to educate residents about which metal packaging items can be recycled through the council’s curbside collections, as well as providing links to more information on the RECAP website.
To support the campaign and generate further enthusiasm, TATA Steel, one of MetalMatters’ funding partners, organized a series of dedicated recycling workshops in local schools throughout the region.
The company Alupro launched an initiative to promote recycling during Easter 2024.
MetalMatters: the initiative that promotes metal recycling in your home
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Alupro launches new campaign
CAMPAIGN LAUNCHED TO INCREASE METAL PACKAGING RECYCLING RATES IN SUFFOLK
Seville presents the campaign ‘Metal Never Dies’ on the occasion of World Recycling Day
