Alupro campaign shortlisted for National Recycling Awards

MetalMatters has been shortlisted in the ‘Campaign of the Year’ category at this year’s National Recycling Awards. The prestigious event, which takes place at the Hilton London Metropole on 25 November, celebrates innovation and achievements from across the waste management industry.

MetalMatters is the metal packaging industry’s dedicated community engagement initiative, specifically designed to boost metal packaging recycling rates at the kerbside. Run by Alupro, the programme uses the transformational nature of metal recycling to educate and inspire the general public, improving understanding, securing widespread buy-in and fostering positive behavioural change.

The ‘Campaign of the Year’ category aims to shine a spotlight on creative, engaging initiatives that have driven a notable positive impact. This could include boosting reuse rates, increasing recycling volumes, reducing contamination or inspiring best practice within the supply chain.

Shortlisted for its recent collaboration with Leicestershire County Council, MetalMatters demonstrates the pivotal role of communication in driving behavioural change. The judges were impressed with the initiative, which adopted a digital first approach to engage with householders across the county and encouraged them to recycle their metal packaging.

Rolled out in January 2025, the six-week campaign saw creative, eye-catching collateral shared across the council’s social media channels and website, with messaging focusing on the value of recycling. Sampling data taken before and after the programme demonstrated a 9.8% increase in metal yields – despite a reported 2% decline in overall recycling volumes in the same period.

Interestingly, the value of the additional collected material, when combined with avoided landfill disposal fees, meant that the campaign paid for itself in just two months – all the while delivering powerful, measurable, long-term behavioural change.

Commenting on the shortlisting, Tom Giddings, executive director of Alupro, said: “By delivering educational materials and clear recycling guidelines, MetalMatters fosters a greater understanding of the environmental and economic benefits of recycling metal packaging. It plays an important role in driving behavioural change and promoting environmental sustainability.

“Being shortlisted in the NRAs is excellent news indeed – it demonstrates interest around communications initiatives and their ability to deliver profound change. We’re looking forward to attending the ceremony and celebrating best practice.”

MetalMatters is funded by the UK’s leading metal packaging manufacturers, reprocessors and packer-fillers. Partners include Novelis UK, Tata Steel, Cofresco, ITS, Melitta, Wrapex, Unilever, Ardagh Group, Ball Corporation, Guala Closures Group, ADVANTA, i2r Packaging Solutions, Coppice Alupack, ecosurety, valpack, the British Aerosol Manufacturers Association (BAMA), Beverage Can Makers Europe (BCME), the Metal Packaging Manufacturers Association (MPMA) and Alupro.

The initiative is currently seeking partners for its 2026 campaign schedule. To find out more, visit: www.metalmatters.org.uk. For more information about Alupro, visit: www.alupro.org.uk.