Lancashire County Council

188,070

households targeted

In October 2015, Lancashire County Council and four waste collection authorities partnered to deliver the MetalMatters programme. Two rural authorities (the Boroughs of Pendle and Ribble Valley), and two City Councils (Lancaster and Preston) took part in the 12 week campaign. Each authority used MetalMatters communications materials to inform and encourage residents to recycle more of the aluminium and steel packaging they use at home. The campaign resulted in a 13.1% increase in metal capture rate, with the cost being paid back in just 4.3 months.

Key Facts

Campaign Budget: £53,901
Campaign delivery cost: 29p per household.

The Campaign (launched in October 2015):

  • Two directly addressed leaflet drops, six weeks apart
  • Launch event and press photocall
  • Signage panels on kerbside collection vehicles
  • Outdoor advertising including billboard and bus stop signage
  • Roadshow activities
  • MetalMatters page on council websites
  • Social media activity
  • Local radio advertising

Results

Pre-campaign metal capture rate : 12.6%
Overall metal capture rate increase: 14.3%
Additional metals captured: 13.1.4%
Additional value created: £140,538 (79p per household)

“It was definitely value for money, in particular, we were impressed with the rapid return on investment and the longevity of the campaign materials.”

 John Birch – Contracts Manager, Lancashire County Council
Download and read the full Lancashire County Council case study