Metal recycling campaign launches in Manchester, UK
MetalMatters and Recycle For Greater Manchester (R4GM) have joined forces on a campaign to improve capture rates for metal packaging. The 12-week programme will target around 405,000 households in four districts within Greater Manchester and is being funded by R4GM (Viridor Laing), MetalMatters and the Waste & Resources Action Programme (WRAP).
A two phase leaflet drop to every household and local roadshows will focus on four local authorities, Rochdale, Stockport, Manchester and Trafford. Other elements of the campaign, including radio and press advertising, will extend across all nine districts in the R4GM area (1.1 million households).
Rick Hindley, executive director of Alupro, says, “We are excited by the new approach that the Greater Manchester campaign is taking and we hope to learn a great deal about the impact and effectiveness of the MetalMatters messages across a major conurbation and, at the same time, in very specific areas, including those with a high percentage of multi-occupancy accommodation. This will be valuable as we aim to develop and refine the campaign to help more local authorities and waste partnerships realise the value of metals in their waste streams.”
R4GM aims to increase metal packaging recycling by at least 10% in the four District Councils over the next 12 months with a view to using the MetalMatters campaign again in subsequent years to target all households in Greater Manchester. Alupro and R4GM will monitor the campaign with reports scheduled in three, six and 12 months’ time.
