In 2024, Powys County Council and Cherwell District Council partnered with MetalMatters to drive a measurable uplift in their respective metal packaging collection volumes. With the aim of engaging with residents, improving recycling education and inspiring best practice, the collaborations harnessed creative communications to deliver widespread behavioural change.
The digital first campaigns saw a series of bespoke video-led content amplified through the Councils’ Facebook and Instagram profiles – optimised for both English and Welsh speakers. Boosted to reach key audience demographics, the posts blended factual information with humorous copy and striking visuals.
Designed to inform, engage and build confidence around metal packaging recycling, messaging detailed the journey of metal packaging from collection through to reprocessing. The creative posts encouraged interaction from local residents, increasing knowledge and awareness about the benefits of separating metal packaging at the kerbside for recycling.
Supporting wider activities, the campaigns drove immediate results. Indeed, in just three months, upwards of 80,000 households across Cherwell and the surrounding areas had been exposed to messages, with 5% of local residents able to recall the content of the promoted posts when surveyed at a later date.
As a direct result, quarterly collection data (Sep-Dec) demonstrated a 14% uplift in ferrous metal collection volumes, an 11.7% increase in non-ferrous material and a 6.8% rise in overall dry mixed recycling capture rates at the kerbside.
Powys County Council, on the other hand, reached almost 94% of target households. A social view through rate of 28.4% far exceeded targets, with the videos clearly capturing hearts and minds.
Quarterly ferrous capture rates (Jun-Aug) increased by 17% in result, while non-ferrous rates increased by 6% compared to the same period in 2023 – an incremental but important improvement for an already high performing council. What’s more, contamination fell significantly.
James Thompson, waste prevention officer at Powys County Council, said:
“The impact of rolling out MetalMatters has been immediately clear to see. A measurable improvement in metal recycling volumes demonstrates the important role of communications in driving behavioural change.
“The campaign has already paid for itself. What’s more, higher tonnages are contributing towards council finances, carbon savings and supporting our push towards 70% statutory recycling targets.”
The examples of Powys and Cherwell highlight the importance of consumer engagement programmes in driving behavioural change. As well as busting myths and tackling misconceptions, initiatives like MetalMatters can inform, educate and inspire best practice recycling behaviours – an important element in driving a national uplift in recycling rates.
With funding available for campaigns in 2025 and 2026, the MetalMatters team is calling for local authorities to get in touch and discuss collaboration possibilities. More information can be found at https://metalmatters.org.uk/
