A new campaign promoting metal packaging recycling has been introduced by RECAP, the waste partnership between Cambridgeshire and Peterborough. In a bid to improve kerbside recycling rates, households across the region are being encouraged to recycle their aluminium wrapping foil and foil trays, food and drinks cans, as well as empty aerosols and metal screw tops.

Spearheaded by the Aluminium Packaging Recycling Organisation (Alupro), the ‘MetalMatters’ programme will use targeted social media messaging and local radio advertising, alongside an outdoor advertising campaign, to communicate the widespread benefits of metal packaging recycling.

The six-week initiative is expected to reach more than 327,000 households across seven local authorities – Cambridge City Council, Cambridgeshire County Council, East Cambridgeshire District Council, Fenland District Council, Huntingdonshire District Council, South Cambridgeshire District Council and Peterborough City Council. Since its launch in 2012, more than 119 local authorities have adopted MetalMatters, with recycling rates improving in result.

Bryony Rothwell, RECAP Waste Partnership Managercommented: “At RECAP, our goal is to drive recycling rates up and reduce waste by identifying environmentally responsible ways to meet the needs of our local communities. MetalMatters will allow us to engage with residents across Cambridgeshire and Peterborough, encouraging them to think about their recycling habits and how best to dispose of their metal packaging.”

Tom Giddings, executive director of Alupro, added: “For more than a decade, our MetalMatters programme has been educating the public about the benefits and importance of recycling metal packaging. We’re confident that the introduction of this campaign will help to drive an increase in recycling rates and households taking positive action across Cambridgeshire and Peterborough.

“For us, the most important message is that metal is infinitely recyclable, meaning the quality and properties of the metal will be unchanged during the recycling process. Making a few small changes can add up to a big environmental impact.”

Funded by the metal packaging industry, MetalMatters aims to educated householders about the benefits of metal packaging and encourage them to recycle. Designed to support kerbside recycling schemes, MetalMatters can be run by any local authority, either region-wide, by collection round or even by demographic targeting.

For more information about MetalMatters, or to register your interest, visit, www.metalmatters.org.uk.