MetalMatters Advertising Campaign Pays for Itself in 6 Months : VIDEO: Industry Funded Education Campaign Boosts Metal Packaging Recycling 28% in Warwick
MetalMatters, an industry-funded communications campaign, has helped Warwick District Council increase its kerbside recycling of metal packaging by 28% over the past six months.
The programme is funded by a partnership of metal packaging manufacturers, fillers and reprocessors and is delivered on their behalf by the Aluminium Packaging Recycling Organisation (Alupro), with local authorities and their waste collection partners.
Alupro said that the campaign cost 29p per household and was funded by the MetalMatters industry partnership and SUEZ recycling and recovery UK, which holds the collection contract with Warwick District Council.
Additional revenue generated from the increase in metals captured for recycling and landfill tax savings meant campaign costs were recouped within six months.
“The results of MetalMatters in Warwick have been outstanding,” commented Steve Holgate, director of municipal services at SUEZ. “We invested to improve the metal capture and recycling rate and we’ve not only seen an increase in the aluminium and steel packaging but we’ve seen an increase in all recyclable materials across the board.”
“And we’ve had payback in just over six months,” he continued. “It’s definitely been a worthwhile investment and one we are looking to repeat for other contracts we operate in the UK.”
Recycling development officer at Warwick District Council, Becky Davies added: “We’ve been in the same position as a lot of local authorities, where we no longer have a budget for recycling promotions and no longer have a dedicated recycling team. This means our recycling levels have been static for a number of years.”
“The MetalMatters campaign has been a big success and has helped to increase the amount of metal recycling captured by 28% and all dry recyclables by 3%,” she concluded.
Rick Hindley, executive director of project managers, Alupro, noted: “The programme has resulted in an additional 2.2kg of metal collected per household demonstrating that industry partnerships and clear recycling communications work time and time again.”
A video explaining the programme and the project with Warwick can be watched below.
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