Alupro launches ‘Secrets of Aluminium’, exploring the benefits of recycling

Alupro has released an instructional movie titled, 'Secrets of Aluminium,' that takes viewers behind the scenes of the post-consumer journey, from recycling bin to reprocessing, as part of its continued efforts to promote awareness about the benefits of recycling aluminium packaging.

'Secrets of Aluminium,' narrated by irreverent sports commentator Nick Heath, provides an amusing look into the circular process while refuting many prevalent beliefs and spotlighting the UK's thriving aluminium supply chain.

Tom Giddings, executive director of Alupro, said, "The aluminium packaging recycling process may be common knowledge for the supply chain, but consumers are still widely unaware of what happens to their waste once it leaves the kerbside. As a result, there's a fair amount of misinformation and scepticism about how much packaging collected in the UK is recycled. Secrets of Aluminium aims to dispel the myths and highlight the infinite circularity of metal packaging."

A comprehensive social media awareness campaign will be implemented on popular platforms such as Instagram, Facebook, and TikTok to maximise the film's reach. Additionally, the services of Hashmukh Kerai, a skilled 3D artist and motion graphic designer, have been secured to produce an animated depiction of the film's narrative.

“After all, 75% of all aluminium ever produced is still in use today – a fascinating statistic that highlights precisely why consumers should follow best practice recycling guidelines. But rather than a dry, dull educational film, we wanted to make it entertaining and engaging for people to watch. Recycling isn’t boring or stale, so having the quirky commentary of Nick Heath will bring a fun twist – aiming to inspire viewers, increase awareness of the process think twice about what to do with their used aluminium packaging,” added Tom Giddings.