Essex County Council is launching a digital campaign to highlight the benefits of recycling metal packaging. Starting next week on 2 March, the initiative will reach more than 600,000 households across the area.
Run by Alupro under the name ‘MetalMatters’, the campaign will use social media to connect with local residents and spread the advantages of recycling metal packaging. Eye-catching visuals and accessible content will help raise awareness and encourage positive recycling habits.
Councillor Peter Schwier, Climate Czar and Cabinet Member for Environment, Waste Reduction and Recycling at Essex County Council, said:
“Households across Essex produce large amounts of metal packaging waste every week – from food and drink cans, foil wrap and aerosols to bottle tops, trays and tubes. Knowing how to sort these items properly for recycling, and understanding why it matters, is essential to improving roadside collection rates.
“By working with Alupro on the MetalMatters campaign, we aim to boost recycling levels across the county and make sure valuable materials can be reused again and again.”
Tom Giddings, Executive Director of Alupro, commented:
“Since it began in 2012, MetalMatters has helped increase metal packaging recycling volumes across the UK. We have partnered with hundreds of local authorities and reached millions of households nationwide.
“We are pleased to work with Essex County Council on this fully digital programme, which will encourage local people to take action and improve recycling rates.”
Funded by the metal packaging industry, MetalMatters educates households on the benefits of recycling metal packaging and motivates them to participate. The programme supports kerbside recycling services and can be rolled out by local authorities by region, collection route or targeted audience.
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