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Campaign boosts Kent metal packaging recycling collections

A communications campaign has increased the amount of metal packaging collected from 600,000 households in Kent by almost a tenth.

The MetalMatters campaign, run by Alupro and the Kent Resource Partnership from October to December 2012, boosted collection tonnages by 9%.

The campaign cost 21p per household, with the value of the collections covering the cost.

It included a two-phase leaflet drop to every household in the 12 districts in the KRP area, supported by advertising on buses and council recycling collection vehicles. 

Rick Hindley, executive director of project managers Alupro, said: “The aim of MetalMatters is to help local authorities increase recycling capture rates by positively changing consumer behaviour and to not only recover the campaign investment costs, but deliver additional lasting revenuestreams.                        

“Our partnership with Kent Resource Partnership was the most ambitious we’d attempted but it has delivered on all counts.”

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