About MetalMatters
MetalMatters is a proven communications programme that can help you educate householders about metal packaging recycling and motivate them to get involved and recycle more at home.
Proven results
MetalMatters is designed to support the UK’s kerbside recycling system. It can be run in a single local authority, across a waste partnership area or to target a select demographic group.
Thanks to the value of the additional household metal packaging collected, the campaign pays for itself in just a few months, delivering outstanding return on investment for local authorities and their waste collection partners.
A MetalMatters campaign provides fresh stimulus in areas where recycling rates have plateaued, driving increase in the recovery of metal packaging and other dry recyclables.
MetalMatters goes digital.
MetalMatters has operated for a decade as a directly-mailed leaflet campaign, alongside other traditional supporting communication materials such as outdoor advertising, collection vehicle signage and radio advertising. The programme has been very successful over the last 10 years with excellent results in many council areas. In fact, we’ve deployed the programme in over a quarter of UK councils areas to over 7 million households!
The bulk of the MetalMatters campaign costs are centred around the leaflet print and distribution and we wanted a more cost-effective route to reach and educate residents about recycling their metal packaging. From an average price of 28p per household for the leaflet campaign, the digital campaign can be run at a fraction of that for 16p per household.
With the new digital campaign, there is the opportunity of reaching high volumes of households with targeted paid media activity. Using the proven imagery in the leaflet campaign in a creative way on social media, we hope to inspire, encourage and empower people to recycle their household metal packaging.
Both the original and digital MetalMatters programmes are available to all UK councils to encourage higher recycling rates and, as always, MetalMatters offers 50/50 part funding for this programme.
Choose your MetalMatters campaign:
Digital MetalMatters
The digital campaign consists of three posts (with a number of variations of each) which run in sequence across a 6-week period on both Facebook and Instagram.
Post 1
Post 1 is aimed at engaging the viewer with simple transformation imagery and will run for the first two weeks of the campaign. This will show residents what their used metal packaging could be transformed into when recycled, for example, a can into a can, a foil tray into an ipad:
Post 2
Post 2 running in weeks three and four is aimed at educating the audience in an instant experience format comprising of images, animations, graphics and text. The instant experience follows the original MetalMatters leaflet format as it reminds residents which metal packaging items they can recycle, what happens to the material once recycled and what they could be transformed into.
Post 3
Post 3 which runs in weeks five and six reinforces the campaign messages and reminds residents which metal packaging items can be recycled with an animated graphic.
For more information on the digital campaign, please contact us at info@metalmatters.org.uk
The original MetalMatters.
The Original MetalMatters campaign centres around two directly mailed leaflets sent six weeks apart. Leaflet one introduces the campaign and details which household metal packaging items residents can recycle. Leaflet two reinforces the messages from leaflet one and provides further information about the recycling process, HWRC sites and other recyclable materials that the council accept through kerbside.
The leaflet campaign is supported by a suite of communication materials such as outdoor advertising, collection vehicle signage, radio adverts etc. all dependent on budget and preference of our council partners. We also provide website copy, social media posts, materials for local roadshows and a press launch to kick-start your campaign.
Both the original and digital MetalMatters are available to all UK councils to encourage higher recycling rates and as always, MetalMatters offers 50/50 part funding for this programme.
To see how other councils have used the campaign in their area, take a look at our case studies section.