RECAP partnered with Alupro in May 2023 to roll out MetalMatters as an educational initiative designed to specifically increase kerbside recycling rates and metal packaging collection volumes.
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).
The campaign paid for itself in four weeks and targeted 372,000 households.
The initiative included a series of advertisements on buses and local radio stations and a social media campaign which included an interactive animated video and supporting graphics.
The assets aimed to educate residents as to which metal packaging items can be recycled through the council’s kerbside collections and provided links to further information.
Funding partner TATA Steel supported the campaign via a series of recycling workshops in local schools.
RECAP said that the success of the programme demonstrates the effectiveness of a “well-rounded” communications strategy that “leverages both traditional and digital media channels”.
MetalMatters encouraging ‘householders to recycle’
Tom Giddings, executive director of Alupro and 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.”
What is RECAP?
Since 1999, waste management in Cambridgeshire and Peterborough has been collectively delivered under the RECAP partnership.
It unites 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 is responsible for several other campaigns including the Recyclable Summer Challenge, Wear it Love it Share it, and Love Food Hate Waste.
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