MetalMatters, the industry-funded communications campaign to increase household recycling of metal packaging, has reached over half a million households across the UK in 2015. Following the launch of campaigns to another 300,000 homes in Warwick, Torbay and four districts in Lancashire. These are the latest in a growing list of UK councils to benefit from the campaign, which delivers targeted messaging to residents about the benefits of recycling metal packaging.

Each authority will be co-hosting roadshow events with the MetalMatters team, informing and encouraging people to recycle their household metal packaging.

Rick Hindley, Executive Director of project managers, Alupro, said: “In 2015 alone the MetalMatters campaign has reached 534,000 households in ten local authority areas. We already have four programmes confirmed for Q1 2016, helping even more councils to boost their recycling rates using our tried and tested materials.

“The message is clearly getting through to councils: MetalMatters is one of the most cost-effective ways to motivate residents to recycle more.”

The MetalMatters campaign can be delivered to every household or tailored to specific rounds or groups. Two leaflet drops, typically eight weeks apart, inform and remind householders about what and how to recycle, and explain what happens to metal packaging when it is recycled.

Thanks to the value of the additional metal packaging collected and landfill avoided, campaigns typically recover the financial investment within 12 months, delivering outstanding return on investment for local authorities.

Since the launch of the MetalMatters campaign, 57 local authorities have benefitted, with a total reach of 3.5 million households.

Rick Hindley adds: “MetalMatters has transformed the UK’s approach to metal packaging recycling. It is a great example of how industry and local authorities can work together to engage local communities, drive up recycling rates and support the recycling sector.”

“That’s why the government has recognised MetalMatters as a best practice model for the UK packaging sector.”

The campaign was Highly Commended in the Corporate Social Responsibility Initiative of the Year category at the UK Packaging Awards,  announced at the award ceremony on 11 November.

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.

For more information about MetalMatters visit: metalmatters.org.uk