MetalMatters, the industry-funded initiative that encourages householders to recycle their cans, foil, empty aerosols, trays, tubes and metal screw tops, has announced the launch of its all-new digital engagement campaign. 

The programme will see MetalMatters work in close partnership with local authorities across the UK, engaging with residents via social media to communicate targeted recycling messaging. An alternative to the more traditional MetalMatters direct mail campaigns, the online activity aims to specifically target digital natives, savvy social media users and the traditionally difficult to reach non-recycler audiences.

Gloucestershire County Council was the first local authority to roll-out the digital campaign, with activity commencing earlier in July. Running for a six-week period, the programme is expected to reach an audience of more than 269,000 residents across Cheltenham Borough Council, Cotswold District Council, the Forest of Dean District Council, Stroud District Council, Gloucester City Council and Tewkesbury Borough Council.

Tom Giddings, general manager of Alupro (coordinator of the MetalMatters initiative) commented: “Since launching MetalMatters in 2012, we’ve worked with 108 councils nationwide to communicate the benefits of metal packaging recycling. More than six million residents have received flyers and we’ve seen a measurable impact on kerbside recycling rates. 

“However, while we’ve achieved noteworthy success, finding new ways to communicate with householders is an important priority. During the COVID-19 pandemic, we’ve been using digital communication tools more readily and have experienced impressive results. Launching the digital campaign aims to harness the continued increase in social media users to drive local recycling rates.

“For local authorities, the benefits are three-fold. Firstly, it’s possible to communicate with a completely new audience – many of whom may have been challenging to engage with previously. Secondly, with no printed flyers required, the cost of engagement per household drops significantly (to 16p*, on average). Thirdly, it enables even more precise consumer targeting – a highly efficient way to drive local recycling rates.” 

Councillor David Gray, cabinet member responsible for waste at Gloucestershire County Council, the first local authority to roll-out the digital campaign, said: “We are pleased to be working in partnership with MetalMatters in this ground breaking digital campaign.

 “Although we are already achieving high recycling rates in the county, we know we can always do better. Working with MetalMatters, we’re asking our residents to think twice before throwing away their metal packaging and to make sure it is recycled so it can go on to be used again and again.”

Funded by the metal packaging industry, MetalMatters aims to educate householders about the benefits of metal packaging and encourage them to recycle. Designed to support kerbside recycling schemes, MetalMatters can be run by any local authority, either region-wide, by collection round or even by demographic targeting.

www.metalmatters.org.uk.