As part of an ongoing drive to further improve resident engagement and deliver a measurable uplift in metal packaging recycling rates, RECAP rolled out the MetalMatters initiative. The campaign drove an immediate rise in metal packaging collection volumes and material quality, with the cost of deployment paid back in less than four weeks.

Situated within East Anglia, the counties of Cambridgeshire and Peterborough boast beautiful landscapes, expansive fenlands, charming cathedral towns and vibrant cities. The region is a highly desirable location for tourists, householders and businesses alike.

Since 1999, waste management has been collectively delivered under the RECAP (Cambridgeshire and Peterborough Waste Partnership) banner.

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 practice recycling across the region.

Working together to reduce waste, develop infrastructure and identify environmentally responsible ways to meet the needs of local communities, the partnership embraces a number of projects to accelerate its progress – including the Recyclable Summer Challenge, Wear it Love it Share it, and Love Food Hate Waste. In May 2023, it partnered with Alupro to roll-out MetalMatters, an educational initiative designed specifically to increase kerbside recycling rates and increase metal packaging collection volumes.

Navigating budget parameters

With a budget of just £37,000 and the requirement to target 372,000 households across the region, the initiative harnessed a variety of communications tactics to engage with the public and encourage better recycling habits.

Alongside a series of advertisements on buses and local radio stations, a robust social media campaign was implemented, featuring an interactive animated video and a suite of supporting graphics. The assets aimed to educate residents as to which metal packaging items can be recycled through the council’s kerbside collections, while also providing links to further information on the RECAP website.

To support the campaign and deliver an added buzz, TATA Steel – one of MetalMatters’ funding partners – hosted a series of dedicated recycling workshops in local schools across the region.

Delivering impressive results

The impact was almost immediate. Initial analysis demonstrated that metal capture rates increased by 14.4% (23.7% rise in aluminium packaging collected for recycling, 6.2% rise in steel cans) the campaign resulted in substantial cost savings and revenue generation. RECAP reported a £58,112 saving in landfill costs, based on an average of £120 per tonne. Additionally, the increased recycling of aluminium and steel provided an added resale value of £294,629 (with aluminium costed at £800 per tonne and steel at £100 per tonne). All in all, the campaign paid for itself in just four weeks.

The success of the programme demonstrates the effectiveness of a well-rounded communications strategy that leverages both traditional and digital media channels. By reaching out to residents directly and proactively, the campaign achieved a wide reach, leading to significant environmental and financial benefits.

Tom Giddings, executive director of Alupro, facilitator of MetalMatters, said: “Since launching the MetalMatters initiative in 2012, we’ve partnered with 128 local authorities across the UK, sharing positive recycling messaging, helping to educate more than eight million residents, and delivering significant environmental impact.

“Funded by the metal packaging industry, MetalMatters educates 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.

“By delivering targeted 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 behavioural change and promoting environmental stability.”

MetalMatters is now seeking partners for its 2025 campaign schedule. To discover how MetalMatters could be deployed in your area, email info@alupro.org.uk or visit www.metalmatters.org.uk. Or, for more information about Alupro, visit www.alupro.org.uk.