Pilot Programme

56,000

households targeted

The increase in metal capture rates across both programmes averaged at 12.9% over the six week period of the campaign.

Post-campaign attitudinal surveys showed that the campaign had made an impact on householders, in terms of recall and prompting behaviour change.

The MetalMatters pilot project aimed to develop best practice guidance for capturing metals at the kerbside. The pilot featured an integrated communications campaign using direct mail, advertising and PR activity to raise awareness in two local authority areas.

Nuneaton & Bedworth Borough:

  • 56,000 households
  • Weekly kerbside sorted collection
  • 4 week campaign
  • Direct mail to every household at the start and end of the campaign
  • Local newspaper advertising
  • Billboard posters on main routes
  • Displays and Roadshows
  • Bus shelter information points
  • Recycling vehicle livery
  • Website information
  • Monitoring of tonnage and waste composition
  • Testing of attitudes of local residents using face-to-face surveys, pre- and post-campaign

East Hampshire:

  • 3,000 households (3 collection rounds)
  • Fortnightly, co-mingled collection
  • 3 week campaign
  • Direct mail to every household at the start and end of the campaign
  • Monitoring of tonnage and waste composition

Secondary effects:

  • Carbon impact saving of 255 tonnes CO2 equivalent during the campaign. This equates to an estimated annual equivalent saving of 1,895 tonnes of CO2 per year.
  • Increases in collections of other dry recyclables during the campaign period
  • 20% rise in calls to the Council’s helpline
  • 500 requests for additional/new recycling boxes