The Greater Cambridge Shared Waste Service between Cambridge City Council and South Cambridgeshire District Council have launched the first MetalMatters campaign of 2018, to all 119,000 households in the area, with the aim of increasing metal capture rates through kerbside.
Each household has received a MetalMatters leaflet directly through their door, featuring visuals that demonstrate the types of shiny new products that can be made from metal packaging found all around the home, such as cans, tins, foil and empty aerosols. Supporting communications include signage on collection vehicles, local roadshows and a social media campaign to reinforce the MetalMatters messages.
Executive councillor for Environmental Services and City Centre at Cambridge City Council, Cllr Rosy Moore said, “This is a timely campaign – we have recycled a respectable 53% of household waste so far this financial year but we are keen to maximise use of our resources in order to maintain a high standard of service for residents – capturing and recycling more high value materials is a great contribution to that end.”
MetalMatters, now in its sixth year, has communicated with over 5.5 million households across 84 local authority areas to date. The industry-funded programme has seen impressive results with an average increase of 12-18% in metal packaging capture rates, with some councils achieving increased rates of 25-28%. With the revenue from the additional metals collected, authorities have seen a speedy return on their investments, the majority covering their costs within 12 months.
Cabinet Member for Environmental Services, Cllr Mark Howell, said “We are delighted to be launching MetalMatters across Cambridge City and South Cambridgeshire, we are confident that the campaign will have a significant positive impact on the behaviour of our recyclers, providing a boost for our metal packaging recycling figures and hopefully our overall recycling rate too.”
The Greater Cambridge campaign is being jointly funded by MetalMatters, an industry partnership of the UK’s leading metal packaging manufacturers, fillers, reprocessors, industry organisations and compliance schemes and The Greater Cambridge Shared Waste Service.
MetalMatters is a proven communications programme designed to support the UK’s current kerbside recycling schemes. It can be run in a single local authority, to target a select demographic group (e.g. by ACORN or Mosaic classification) or across a waste partnership area. The programme educates householders about metal packaging recycling and aims to motivate them to recycle more at home.
The programme is funded by a partnership of metal packaging manufacturers, fillers and reprocessors and is delivered on their behalf by the Aluminium Packaging Recycling Organisation (Alupro), with local authorities and their waste collection partners. www.metalmatters.org.uk