Essex County Council recently implemented the MetalMatters initiative to inspire an uplift in the volume and quality of metal packaging collected from local households. Here, we dive deeper into the campaign, explaining how proactive communication can deliver positive results at the kerbside.
Developed and delivered by Alupro, MetalMatters is a highly effective consumer engagement campaign that encourages households to recycle more metal packaging. Through a broad range of tactics, including leaflet drops, outdoor advertising, vehicle signage and radio airtime, local authorities can remind residents about what can and can’t be recycled (like food and beverage cans, foil trays and empty aerosols), as well as the importance of separating materials for collection at the kerbside.
The programme offers a fresh impetus in areas where metal packaging recycling rates have plateaued, leading to an improvement in capture volumes and a reduction in contamination. Having been adopted by hundreds of councils over the past 14 years, the campaign is not only proven but, thanks to the value of the additional metal packaging collected, pays for itself in just a few months.
In March, Essex County Council rolled-out MetalMatters to more than 600,000 households across the region. With the aim of maximising reach and ensuring widespread behavioural change, an entirely digital programme was adopted to improve awareness and foster positive behavioural change.
This approach saw a suite of animated videos and static assets posted through the council’s social media channels, with sufficient spend put behind the content to influence typically hard to reach audiences. The campaign reinforced the important message that recycling metal is not only great for the environment, but also a key part of the circular economy.
While official data from the campaign is yet to be released, initial feedback suggests greater levels of awareness about how best to recycle metal packaging and a better understanding of the positive environmental impacts of doing so.
This example is just one of many MetalMatters programmes implemented to date in 2026. Indeed, a fully-digital campaign helped Leicestershire County Council to target 310,000 households, while in Somerset the initiative delivered a 4.3% uplift in metal packaging volumes collected at the kerbside. Calderdale Council targeted nearly 100,000 residents with positive messaging, driving an increase in the volume of food and drink cans, aluminium wrapping foil, empty aerosols, metal screw tops and foil trays collected at the kerbside.
The initiative is a proven approach to kick-start metal packaging recycling rates and improve the quality of material collected at the kerbside. Subsidised by the metal packaging industry, it’s also an excellent use of EPR funding. What’s more, the value of the additional metal packaging collected as a result of the uplift can provide a return on investment within a few months.
Alupro is now looking for local authorities who believe they would benefit from adopting the MetalMatters programme in 2027. To find out more about MetalMatters, visit www.alupro.org.uk.
