Alupro features at 2025 LARAC Conference
On 8-9 October 2025, Alupro will showcase its latest behavioural change programmes at the 2025 LARAC Conference. Taking place at the Hilton Metropole in Birmingham for its 40th anniversary celebrations, the event will bring together more than 500 representatives from across 170 local authorities to discuss pertinent issues and share best practice.
Offering a comprehensive exploration of the latest developments in waste and recycling, the agenda features panel debates, keynote speakers, case studies and discussions around legislative change. Key topics will include extended producer responsibility, deposit-return schemes, Simpler Recycling regulation, contamination minimisation strategies and resource management optimisation.
Throughout the two-day event, the Alupro team will be available to speak with delegates about its latest communication and engagement initiatives. With the aim of improving awareness and understanding about aluminium packaging recycling, each programme has been designed to improve householder education and drive widespread behavioural change.
MetalMatters – funded by the metal packaging industry, MetalMatters aims to showcase the benefits of recycling metal packaging. Designed to support kerbside recycling schemes, the initiative can be implemented by local authorities across a region, by collection round or by demographic targeting.
Every Can Counts – an industry-funded programme working towards a 100% recycling rate for drink cans. The programme delivers creative campaigns that inspire people to do the right thing with their empty cans, as well as offering free recycling support to businesses and organisations around the UK.
Foil in love with recycling – with the objective of driving higher capture rates and combatting contamination issues, foil in love with recycling is a digital-first engagement campaign that harnesses multiple communications tactics to engage with residents and drive positive behavioural change.
Bin-fluencers – bringing resource efficiency into the classroom in a fun and engaging way, Bin-fluencers comprises a series of KS3-friendly fact-filled animations and practical challenges. Supporting teaching notes, curriculum links, quiz questions and challenge sheets are available to download from the Learning Aluminium website.
Masters of Infinity – as part of its commitment to educating the next generation about the circular properties of aluminium, Alupro’s Masters of Infinity initiative invites KS2 schoolchildren to embark on a creative mission to defeat evil villain Land Phil, pledge their allegiance to recycling and become Masters of Infinity.
As part of the LARAC Celebration Awards, which take place during the conference, Alupro’s Every Can Counts initiative has been shortlisted in the Best Partnership category for its work with Preston City Council. The campaign saw a giant art installation created using recycled drinks cans to raise awareness of the infinite recyclability of aluminium.
Tom Giddings, executive director at Alupro, commented: “The LARAC Conference brings together representatives from every local authority across the UK to share best practice and learn more about the most important waste management updates – from policy changes and funding opportunities, to possibilities for collaboration. The event provides a unique opportunity to share our latest campaigns and initiatives, as well as showcase their positive impacts.”
For more information about Alupro, visit alupro.org.uk, or meet the team on the stand in the LARAC partners exhibition at the 2025 LARAC Conference.
