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Metal recycling awareness scheme launches

A metal recycling awareness scheme that encourages householders to recycle more metal at home has launched today (23 August).

The initiative, ‘Metalmatters’, is funded by aluminium beverage can recycler Novelis, steel maker Corus and industry association the Beverage Can Makers Europe. The scheme will be piloted Nuneaton and Bedworth Borough Council and East Hampshire District Council during the next six weeks.

More than 57,000 households will receive leaflets educating them about metal recycling, while Metalmatters will also organise a consumer information roadshow, display information in local shopping centres, put on a poster campaign and advertise locally.

Metalmatters spokesman Norman Lett said: “This is a very exciting project for us because we know what we need to be doing to reassure the public that what they recycle at home really can make a difference. We are constantly striving to make people more aware of how valuable metal is as an endlessly recyclable material.”

The awareness campaign follows in-depth consumer research by the industry undertook with help from WRAP to understand the barriers that local authorities are faced with when trying to drive up recycling rates in the home. Results from the study have created specific communications messages which will be used in the marketing campaign.

Findings from the pilots will be analysed during the autumn.

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