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South Northamptonshire residents urged to make their used metal matter

Households across South Northamptonshire are being urged to recycle more of the 45 million items of metal packaging used in the region each year.

South Northamptonshire Council (SNC) has teamed up with Aluminium Packaging Recycling Organisation (Alupro), an organisation representing the metal packaging manufacturing industry, recyclers and fillers, to launch the ‘MetalMatters’ recycling campaign across the district next month.

The campaign aims to raise awareness of the importance of metal packaging recycling, to increase the amount collected from households and reduce the costs for dealing with household waste.

Cllr Dermot Bambridge, SNC’s portfolio holder for environmental services said: “Over a year, the average household uses approximately 600 food tins, 380 drink cans, 27 aerosols and 182 foil trays.

“Every metal can that is recycled saves enough energy to power a television for four hours.

“By recycling all the metal packaging used in South Northamptonshire each year would save around 1,220 tonnes of carbon dioxide, the equivalent to taking over 260 cars off local streets for a year and helping the environment.”

Rick Hindley, executive director of Alupro the project managers, said: “The MetalMatters programme has delivered significant increases in the volumes of metal packaging collected for recycling in other parts of the UK, so we’re aiming to repeat – and hopefully better this – in South Northants.”

The campaign includes leaflets which will be sent to each of the 38,000 households in the area detailing the importance of including used metal packaging in their blue recycling bin and a series roadshows across the district.

Residents are reminded that aerosol cans, drink and food cans, aluminium trays and wrapping foil, can all be recycled via their blue wheelie bin.

An interactive A to Z of what goes where can be found here – http://www.southnorthants.gov.uk/wasteandrecycling.htm.

The MetalMatters campaign is jointly funded by an industry partnership comprising the UK’s leading producers, users and recyclers of metal packaging and South Northamptonshire Council.

For more information visit – http://metalmatters.org.uk/, or for more information on waste and recycling in South Northants visit – http://www.southnorthants.gov.uk/wasteandrecycling.htm.

MetalMatters roadshows will be visiting South Northamptonshire throughout May and June:
• Tuesday, 23 May, Tesco Superstore, Oxford Road, Brackley – 10am to 4pm
• Thursday, 25 May, Waitrose, Richmond Road, Towcester – 10am to 4pm
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LUTON RESIDENTS URGED TO MAKE THEIR METALS MATTER

Luton Borough Council is urging residents to make their ‘metals matter’ by encouraging them to recycle more of the estimated 94 million cans, aerosols, aluminium foil trays and wrapping foil used in Luton every year.* Read more

MetalMatters: The numbers keep growing!

Metal Recycling: Northampton: Launch of campaign to get Northampton Borough residents to recycle even more metal - aerosols, metal containers, take-away trays, Saturday March 5, 2016

MetalMatters launches in Northampton

MetalMatters has launched four new campaigns reaching over three quarters of a million people since the start of the year. This brings the total reach of the campaign since it began to 4.35 million households. Campaigns are currently running in North Lincolnshire, Oxford and all 12 districts of the Kent Resource Partnership. The latest to launch is in Northampton, which got underway this week [7th March 2016].

The metal packaging sector’s partnership communications programme began as a pilot programme in 2010, achieving impressive increases in capture rates for metals collected in two local authority kerbside schemes. The Northampton campaign brings the number of local authorities benefiting from the programme to 73.

MetalMatters is providing local authorities with an ‘off the shelf’ campaign which can be tailored to suit budgets and local marketing channels. The message that metals can be recycled forever, and can be transformed into new objects over and over again resonates very powerfully with people of all ages and backgrounds. Put simply: they get it!

MetalMatters communications materials equip local authorities with the resources to explain, educate and remind people about the value of recycling. The campaign is based around two leaflet drops, which take place six to eight weeks apart, and the messages can be further reinforced through advertising, collection vehicle livery panels, local roadshows and PR activity. Templates for all types of campaign are available – saving councils time and budget on developing new materials. How much additional promotional activity takes place is down to the local authority, but support and advice is provided at each step of the project by programme managers, Alupro. And with the value of additional metal collected campaign costs can be recovered within months – campaigns in Shropshire and Kent (2012) demonstrating clearly the financial benefits.

Although the focus is on metal packaging in the household the evidence is that the ‘transformation’ message communicated by MetalMatters is boosting collection of other dry recyclables at the kerbside. So this is one industry partnership that’s working in partnership with local authorities to help raise awareness and increase participation to everyone’s benefit.

 

MetalMatters to the rescue for cash-strapped councils

The recent report produced by the Chartered Institution of Waste Management (CIWM) and consultancy firm Ricardo AEA , ‘Waste on the Front Line – Challenges and Innovations’, has warned that recycling rates could start falling because of cuts to council communications budgets.

Local authorities struggling to finance communication campaigns can turn to MetalMatters! The cost-effective programme is proven to raise awareness about metal packaging recycling, motivating residents to get involved and recycle more – whilst paying for itself in a matter of months.

Thanks to the value of the additional metal packaging collected, each MetalMatters campaign delivers excellent ROI, increasing the volume of metal packaging in the household recycling stream, and positively impacting overall recycling rates.

MetalMatters is a proven and affordable way for councils to deliver effective messaging to residents about recycling and can be targeted at every household or to specific rounds or groups. It is based on two leaflet drops, typically delivered 8 weeks apart, to inform and then remind householders about what and how to recycle, and explains what happens to metal packaging in the recycling process.

Kent Resource Partnership: Campaign ROI achieved within 6 months

Kent Resource Partnership: Campaign ROI achieved within 6 months

In addition to the leaflets MetalMatters offers Councils an extensive choice of communications materials including vehicle livery, advertisements, schools materials, social media posts and roadshow activity.

Rick Hindley, Executive Director of project managers, Alupro, says: “The MetalMatters programme is continuing its support for local authority kerbside collections, providing a very cost-effective way to keep recycling at the front of residents’ minds.  MetalMatters is the largest industry-funded recycling communications campaign in the United Kingdom and has been commended by central and devolved governments for its contribution to driving up and sustaining metal capture rates.”

He adds: “Partnerships really are the key to delivering services while cutting costs. MetalMatters can help local authorities deliver professional communications campaigns, bolstering recycling rates and delivering excellent value for money. It’s vital that we keep reminding and encouraging people to recycle. We have made excellent progress over recent years, and through cross-sector collaboration we can keep building on that momentum.”

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), working in partnership with local authorities and their waste collection partners.

Recycling officers are encouraged to explore the case studies to see how the MetalMatters campaign has directly targeted more than 2.7 million households to boost recycling.

Wrexham campaign marks a Milestone for MetalMatters

1002Recycle08The first MetalMatters campaign of 2015 sees people living in Wrexham being urged to recycle more of the estimated 58.4 million items of metal packaging  they use in their homes every year.* The latest campaign marks a landmark for the industry-funded programme, which has now been deployed in 50 local authorities across the UK, directly targeting over 3 million households.

The new campaign aims to help people understand what can be recycled and explain what happens to the metals collected.   The MetalMatters programme, which is funded by the metal packaging manufacturing industry, recyclers and fillers, has teamed up with Waste Awareness Wales and Wrexham Council to launch the ‘make your metals matter’ recycling campaign to raise awareness of the importance of metal packaging recycling and to increase the amount collected from households.

If all the metal packaging used in the Wrexham area each year was collected for recycling it would save around 4,100 tonnes of carbon dioxide, the equivalent to taking over 1009 cars off local streets for a year***.

Aiming to spread this message throughout the area the communications campaign will reach more than 58,000 households and includes leaflets which will be sent to every home, online advertising and social media posts which will carry the ‘make your metals matter’ message. Roadshows at local supermarkets will also enable residents to get more information about what they can do to make a difference.

Cllr David Bithell, Lead Member for the Environment and Public Protection, said:

“We’re calling on local residents to make their metals matter and help increase the areas recycling performance. We are committed to reducing the amount of waste sent to landfill and we hope the campaign will encourage our residents to recycle more of the metal packaging they use every day. Every can recycled saves enough energy to run a TV for three hours, so a small action like putting your empty bean tin in the recycling bag, box or bin can make a big difference. Our next target is reaching 70% by 2025 help us to reach our target.”

Andrew Osborne, Recycling Officer at Waste Awareness Wales said

“Metal packaging is a priority material to capture for Wales. Recycling as much of it as possible via Wrexham’s green box scheme will stop more of this valuable resource ending up in landfill”

Rick Hindley, Executive Director of project managers Alupro, said: “It is great to be able to work in partnership with Waste Awareness Wales and Wrexham County Borough Council to promote the recycling of metal packaging in the city. The MetalMatters programme has delivered significant increases in the volumes of metal packaging collected for recycling in other parts of the UK, so we’re aiming to repeat – and hopefully better this – in Wrexham.”

The campaign is being jointly funded by MetalMatters,  Waste Awareness Wales and Wrexham County Borough Council. MetalMatters is run by the Aluminium Packaging Recycling Organisation (Alupro) on behalf of the funding partners.

 ENDS

* Number of million packaging items based on: 600 food tins, 380 drinks cans and 27 empty aerosols thrown out by an average household annually (1007 items), multiplied by approx. number of households 58,000 in Wrexham.

**Research carried out by the BCME (Beverage Can Makers Europe) during the inception stage of the MetalMatters programme.

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