Running between 18 January and 21 February, ‘the lonely aerosol’ campaign will aim to catch consumers’ attention with a series of animated characters sharing their best practice recycling advice, writes Barbora Vaclavova.
The organisation said aerosol cans could prove vital to boosting council budgets once a deposit return scheme (DRS) is implemented.
The different characters for the campaign will represent the diversity of aerosol containers found at home.
This includes ‘Pump Up the Volume’, a glamorous hairspray can, and ‘Any Old Oil’, a wise oil can in the garage, who will serve to educate the public about the importance of aerosol recycling.
Confusion
Aerosols are considered one of the most confusing consumer packaging types.
Alupro pointed to research which showed that kerbside aerosol recycling collection is offered by 95% of UK councils, but only 46% of cans are collected, which the organisation says proves the need for greater awareness.
Tom Giddings, general manager of Alupro, said: “With a DRS set to be introduced across England in 2024, estimates suggest that more than 70% of drinks cans will be removed from kerbside recycling stream almost overnight.
“This makes it imperative to improve recycling rates for other forms of aluminium packaging – including aerosol containers.”
Giddings continued: “Our digital engagement campaign, ‘the lonely aerosol’, aims to convey an important message.
“As a society, we need to improve packaging recycling rates and, as an industry, we need to be aware that changes to extended producer responsibility legislation will require evidence of good recycling performance.”
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