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Alupro hails success of Kent MetalMatters campaign
Edited by : AL CIRCLE
3 min read
A major communications drive to spread awareness of recycling aluminium and steel in Kent has seen a 100% return in investment in five months, organisers say.
The £128,000 (21p per household) MetalMatters campaign which ran from October to December 2012 (see letsrecycle.com story) has seen a 9% increase in the tonnage of metal packaging captured by kerbside collections and covered the initial costs over a five month period.
Delivered jointly by Alupro and Kent Resource Partnership (KRP), which comprises Kent’s 12 waste collection authorities and Kent County Council, the campaign reached some 605,000 households in three months through leafleting and council outlets.
Alupro’s executive director of project managers Rick Hindley admitted that while Kent’s success could not necessarily be mirrored in all authorities across the UK, the initial results looked promising.
He told letsrecycle.com: “Clearly it varies but looking at Kent capture rates as a whole their capture rates were fairly mediocre so a little bit depends on what you are starting with really.
“Increasingly we are trying to get the message across that people need to get involved in this, and I think what set Kent apart from the other initiatives was that everyone was briefed, from the top of the chain right down to the parish councils.
“We are now going back to all the programmes we ran last year to see how they are getting on and we are seeing sustained increases in collection levels.”
Potential
Councillor Paul Barrington-King, chair of the KRP, said: “The potential for kerbside services to capture greater quantities of valuable metals is an ongoing activity for the KRP.
“We were delighted to work with Alupro to roll-out the MetalMatters campaign across the whole of Kent. The fact that we delivered the most ambitious and best value campaign to date shows how well the partnership between Alupro and the KRP focused on delivering top-notch results.”
To date MetalMatters campaigns have reached over two million households across the UK with 30% of that number being in Kent.
Meanwhile, Aberdeen City Council and Aberdeenshire County Council, in partnership with Zero Waste Scotland, also recorded a 9% increase in the capture rate of all metals in the region, while Sefton Council increased its capture rate of metals by 64 per cent.
A second initiative to increase capture rates for aluminium caps and closures is also underway in Sevenoaks. Alupro’s ‘You Can Leave Your Cap On’ campaign hopes to save some 5,000 tonnes (£2 million) of the metal from landfill.
The £128,000 (21p per household) MetalMatters campaign which ran from October to December 2012 (see letsrecycle.com story) has seen a 9% increase in the tonnage of metal packaging captured by kerbside collections and covered the initial costs over a five month period.
Delivered jointly by Alupro and Kent Resource Partnership (KRP), which comprises Kent’s 12 waste collection authorities and Kent County Council, the campaign reached some 605,000 households in three months through leafleting and council outlets.
Alupro’s executive director of project managers Rick Hindley admitted that while Kent’s success could not necessarily be mirrored in all authorities across the UK, the initial results looked promising.
He told letsrecycle.com: “Clearly it varies but looking at Kent capture rates as a whole their capture rates were fairly mediocre so a little bit depends on what you are starting with really.
“Increasingly we are trying to get the message across that people need to get involved in this, and I think what set Kent apart from the other initiatives was that everyone was briefed, from the top of the chain right down to the parish councils.
“We are now going back to all the programmes we ran last year to see how they are getting on and we are seeing sustained increases in collection levels.”
Potential
Councillor Paul Barrington-King, chair of the KRP, said: “The potential for kerbside services to capture greater quantities of valuable metals is an ongoing activity for the KRP.
“We were delighted to work with Alupro to roll-out the MetalMatters campaign across the whole of Kent. The fact that we delivered the most ambitious and best value campaign to date shows how well the partnership between Alupro and the KRP focused on delivering top-notch results.”
To date MetalMatters campaigns have reached over two million households across the UK with 30% of that number being in Kent.
Meanwhile, Aberdeen City Council and Aberdeenshire County Council, in partnership with Zero Waste Scotland, also recorded a 9% increase in the capture rate of all metals in the region, while Sefton Council increased its capture rate of metals by 64 per cent.
A second initiative to increase capture rates for aluminium caps and closures is also underway in Sevenoaks. Alupro’s ‘You Can Leave Your Cap On’ campaign hopes to save some 5,000 tonnes (£2 million) of the metal from landfill.
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