MetalMatters campaign in Wrexham
Wrexham Council has become the 50th local authority to benefit from MetalMatters, the industry-funded communications campaign to increase household recycling of metal packaging.
It is the fourth campaign the programme has run in partnership with Waste Awareness Wales. Previous campaigns include Newport, which achieved a 9% increase in metal capture at a cost of 31p per household and Rhondda Cynon Taff and Torfaen, which will report results later this year.
The MetalMatters campaign delivers targeted messaging to residents about the benefits of recycling via two leaflet drops, typically eight weeks apart, which inform and remind householders about what and how to recycle.
The Wrexham campaign is being actively supported by Ball Packaging Europe, which operates a beverage can manufacturing plant in the borough and is a MetalMatters funding partner through its membership of Beverage Can Makers Europe (BCME). The plant this week hosted a tour for Councillors and representatives from Wrexham County Borough Council and members of Brynteg County Primary School, which was recently awarded the Platinum Eco Schools Wales award.
Rick Hindley, executive director of project managers Alupro, says, “The Wrexham campaign marks a significant milestone for MetalMatters: Three million households have now been directly targeted by our communications campaign, each one delivered for around 30p per household and delivering return on investment far beyond the initial financial outlay.
“MetalMatters offers a cost-effective solution to local authorities who are faced with flat-lining recycling rates and challenges including budget cuts and increasing landfill costs.”
On behalf of Waste Awareness Wales, campaigns and recycling officer, Andrew Osborne says, “It’s vital that we keep encouraging householders in Wales to recycle and MetalMatters is proving a very useful campaign to help us. It’s a tried and tested campaign with an extensive range of communications materials, making it very straightforward to set up and manage.”