Tom Giddings, executive director of Alupro, shares the details of two recent consumer engagement programmes launched across Wychavon and Leicestershire, highlighting their positive impact on metal packaging capture rates.
With councils now required to collect foil at the kerbside, improving public education and inspiring best practice is becoming critical to maximising capture rates and minimising contamination.
Foil in love with recycling is our dedicated campaign to drive behavioural change. Harnessing integrated communications tactics to engage with local residents, the initiative has been specifically designed to make foil recycling relevant, digestible and engaging – especially for hard-to-reach demographics.
Alupro
With budget provided through a combination of funds from the metal packaging industry and Extended Producer Responsibility (EPR), councils can hit the ground running with a highly cost-effective solution to improve recycling revenues. Already adopted by local authorities across the UK, Foil in love with recycling is now a widely proven consumer education initiative.
In Q1 2026, we rolled out the campaign in partnership with Leicestershire County Council. Launched in the run-up to Easter, a key aim was educating local residents about what to do with the foil protecting their chocolate eggs. Messaging therefore surrounded consumption data and simple recycling tips.
Combining static and dynamic social media posts across Facebook and Instagram, alongside a digital audio advertising campaign, the programme reached hundreds of thousands of residents across the county, with the council reporting an immediate change in behaviour.
Earlier this month (June), we kicked off Foil in love with recycling across Wychavon District. With foil now accepted in local green bin collections, the campaign not only reiterated the importance of separating it for recycling, but also why wiping or rising it is essential to minimise unnecessary contamination.
An integrated programme saw homeowners targeted with paid social media promotions, supported with a comprehensive print and digital advertising campaign. To further increase audience reach, council vehicles were liveried with relevant graphics, while outdoor advertising placements were secured alongside. Residents were even reminded of important messaging through the councils ‘Bin Hub’ waste app.
With the campaign launched in the run-up to the FIFA World Cup, messages surrounded commonly consumed packaging items, including beverage cans and takeaway trays. This turned a simple education campaign into an exciting and relevant series of marketing messages.
The above examples demonstrate the significant potential of consumer education programmes. However, with budgets tighter than ever, local authorities need to ensure that the numbers stack up.
While our campaigns are already mostly funded by the metal packaging industry, using payments received from EPR can further boost reach and opportunities. This, alongside increased revenues from higher capture rates make Alupro initiatives a highly attractive proposition.
With availability to partner with more councils in 2026, interested authorities can find out more about Alupro, or its latest consumer engagement initiatives, by visiting www.alupro.org.uk.
