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 one of the most cost-effective ways to motivate residents to recycle more.

It is a proven communications programme designed to support the UK’s current kerbside recycling schemes. It can be run in a single local authority, to target a select demographic group (e.g. by ACORN or Mosaic classification) or across a waste partnership area.

Thanks to the value of the additional 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 are starting to plateau, driving increases in the recovery of metal packaging and other dry recyclables.

Many successes so far

Following a successful pilot in 2010 the programme was made available to all local authorities and waste partnerships. Since 2012 MetalMatters campaigns have run in 99 local authorities, directly targeting over 6.3 million households.

The focus of the campaign is on recovery of metal packaging, which is easy to recycle and contains the most value. Campaigns are based around a two phase leaflet drop directly to each household in the target area, with additional communications activity to reinforce the message. Advice and support is provided at all stages to ensure a hassle-free, cost-effective campaign.

Details of all MetalMatters campaigns are available in the case studies section.

MetalMatters has been cited as an example of ‘best practice’ by UK and devolved governments in Scotland, Wales and Northern Ireland. In 2011 the programme was named Communications Campaign of the Year at the CIWM Awards for Excellence. It has also been shortlisted for the Environment & Energy Awards (2014) and the National Recycling Awards (2011, 2013 and 2015). It was Highly Commended in the UK Packaging Awards, 2015.

Funding partners

MetalMatters is funded by the metal packaging and recycling industry and leading brand owners. It is supported by the Waste & Resources Action Programme. The programme is managed on behalf of the funding partners by the Aluminium Packaging Recycling Organisation (Alupro).