A digital communications campaign promoting best practice metal packaging recycling is set to be rolled out across Calderdale. Launching on Monday 22^nd September, the programme will target more than 90,000 households across the borough, with the aim of improving kerbside recycling rates.

Delivered by Alupro, ‘MetalMatters’ will use targeted social media updates to engage with residents and communicate the benefits of recycling metal packaging. Additional promotional materials, including bin stickers for general waste bins, will also be produced and distributed as part of the campaign.

Commenting on the launch, Cllr Danielle Durrans, Calderdale Council’s Cabinet Member for Public Services and Communities, said: “While we’ve seen a huge improvement in Calderdale’s metal packaging recycling in recent years, there’s still far more that can be done.

“By keeping metals like food and drink cans, aluminium wrapping foil, foil trays, empty aerosols and metal screw tops out of the rubbish bin and recycling them with the rest of the items we collect on the weekly recycling service, we can all play a part in Calderdale’s priority to protect the environment, and make sure valuable materials can be used again and again.”

Tom Giddings, executive director of Alupro, added: “Since its launch in 2012, MetalMatters has proven instrumental in educating the UK general public. We’ve collaborated with hundreds of local authorities and reached millions of householders nationwide.

“We’re delighted to be unveiling a new look version of our digital programme for Calderdale Council, which will help to deliver a measurable uplift in recycling rates by encouraging local residents to take positive action.”

Funded by the metal packaging industry, MetalMatters aims to educate householders about the benefits of metal packaging and encourage them to recycle. Designed to support kerbside recycling schemes, MetalMatters can be implemented by local authorities across a region, by collection round or by demographic targeting.

For more information about Alupro, or its latest consumer engagement initiatives, visit the programes section of the Alupro website.

 ENDS