As the circularity of packaging continues to rise up the national agenda, local authorities are looking towards new and innovative ways to drive a measurable uplift in collection volumes, while minimising contamination in kerbside recycling. Advancements in processing and infrastructure are crucial, but equally vital is the role of effective communication and community engagement.
Pioneered by Alupro (the aluminium packaging recycling organisation), MetalMatters is a communications initiative designed to boost household metal packaging recycling rates. Launched in 2012, the programme uses direct communications tactics to improve understanding, secure widespread buy-in and foster positive behavioural change.
The initiative, funded by the metal packaging and recycling industry, can be rolled out in close collaboration with individual local authorities across exacting geographies. It employs a range of communication tools, both traditional and digital, tailored to suit a specific demographic or region. From leaflet drops and impactful outdoor advertising campaigns to vehicle signage, radio broadcasts and even targeted paid social media outreach, MetalMatters adopts a multi-pronged approach to maximise impact.
Over the course of more than a decade, MetalMatters has made a significant impact on metal packaging recycling rates. To date, 126 local authorities and waste partnerships across the UK have partnered with MetalMatters to roll out the campaign within their local community, successfully reaching more than eight million households in total.
One such pioneer is RECAP, the Cambridgeshire and Peterborough Waste Partnership. Since adopting the MetalMatters programme in May 2023, the team have reported a 14.4 per cent uplift in metal recycling volumes and improvements in quality.
Become a local authority campaign partner in 2025
By delivering targeted educational materials and clear recycling guidelines, the MetalMatters 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.
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How will the government and DMOs address the challenges of including glass in DRS while ensuring a level playing field across the UK?
There's no easy solution to include glass in the DRS while maintaining a level playing field. Potential approaches include a phased introduction of glass, potentially with higher deposits to reflect its logistical challenges. The government and DMOs could incentivise innovation in glass packaging design and subsidise dedicated return points for glass-handling. Exemptions for smaller businesses unable to handle glass might also be necessary. Any successful solution will likely blend several approaches. It must address the differing priorities of devolved administrations, balance environmental benefits with logistical and cost implications, and be supported by robust consumer education campaigns emphasizing the importance of glass recycling.