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Metal recycling campaign claims success

A review of the MetalMatters communications campaign claims an increase in recycling of metal packaging by 18% and typically delivers a return on investment (ROI) within a year.

These are two of the findings in a report from the Aluminium Packaging Recycling Organisation (Alupro), based on campaigns with 50 local authorities from 2012-15.

The Business Case for Recycling Communications says the campaign has had a positive and lasting impact on the recovery of metal packaging from the kerbside.

“Since 2012, the MetalMatters programme has seen over £1m invested by funding partners in the metal packaging industry. This is above and beyond their obligations under the producer responsibility system,” said Rick Hindley, executive director of Alupro.

“The campaign has also attracted funding from sectors not included in the system, including household foil and closure manufacturers, because they see the value of working with the wider industry to promote the recyclability of metal packaging.”

The voluntary scheme is part-funded by supply chain businesses in the metal packaging sector.

Local authority examples include:

  • Lewisham’s campaign in 2014 (above) cost 25p per household, recorded a 12% increase in recycling and a ROI within nine months
  • Shropshire Council (2014): 25p per household, 23% increase, ROI within four months
  • Glasgow City Council (2014): 30p per household, 18% increase, ROI within 10 months
  • Bedford Council (2013): 33p per household, 19% increase, ROI within nine months

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