MetalMatters is a part-funded communications campaign, aimed at stimulating the collection of all metal packaging through kerbside recycling services.
The campaign, funded by the metal packaging industry, aims to educate householders through simple and clear communication, about the benefits of metal packaging and encourage them to recycle it.
Council options
Local authorities can now choose how to deliver the campaign from the following options:
♦ Option One
The original campaign centres around two leaflets, which are distributed six weeks apart, to all households within the council area. The leaflets show residents what their metal packaging items could be transformed into if recycled and reminds them of what they can recycle through their kerbside collection service. The campaign is supported by a suite of communication materials depending on council preferences and budget. Examples include: vehicle livery, outdoor advertising, posters for council buildings and radio advertising.
MetalMatters has a proven track record which demonstrates that the campaign has increased not only metal packaging recycling, but has also had a positive impact on the other dry recyclable materials too. The campaign typically pays for itself in just a few months, delivering outstanding return on investment for local authorities and their waste collection partners.
For case studies on previous campaigns, take a look at www.metalmatters.org.uk
The original, leaflet-based campaign costs on average 33p per household and MetalMatters offers 50% funding towards the total campaign budget.
♦ Option Two
A digital version of MetalMatters launched in 2020 and sought to take the messages from the leaflet campaign and transform them for use on social media. The digital campaign has enabled us to reach a new audience through targeted, paid social advertising, whilst eliminating the print and distribution cost associated with the leaflet.
digital campaign centres around an interactive video posted over a six week period on Facebook and Instagram stories. It explains the process of recycling metal packaging from the kerbside bin, right through to manufacture of a new product. It is personalised for each individual authority, allows you to include FAQ’s, specific information about your service and links to a dedicated page on the council’s website.
As with the original MetalMatters campaign, the digital version would be supported through other communications materials such as vehicle livery and a suite of social media posts.
The digital campaign has proven very cost effective, when compared with the original MetalMatter campaign for those councils with 100Khh or more. In fact recent campaigns in Gloucestershire and Suffolk cost 11p per household.
MetalMatters offers a minimum of 60% funding for the digital campaign. Funding is still available for 2023, so please get in touch with julie.meeks@alupro.org.uk to discuss your programme.
