A new communications programme has been launched across two UK local authorities to improve the recycling of post-consumer aerosols, using creative messaging to influence household recycling behaviour.
The initiative, managed by Alupro and funded through the UK Aerosol Recycling Initiative (UKARI) in partnership with SUEZ Recycling and Recovery UK, follows independent sampling projects at MRFs in Greater Manchester and the West Midlands.
These trials collected representative household waste composition data to inform the campaign.
Focusing on the strapline “shake, spray, squirt”, the digital-first, video-led programme educates householders on how to recycle empty aerosols and safely dispose of partly-used containers.
Content will be shared across social media via a targeted engagement strategy, and supported by wider marketing efforts such as signage at Household Waste Recycling Centres.
Each post links to a dedicated campaign microsite, providing step-by-step guidance on best practice aerosol recycling and explaining what happens to aerosols once collected from the kerbside.
Following the campaign, further sampling trials will compare results with the initial data, helping to evaluate the impact of communications on consumer recycling behaviours.
Insights from these trials will inform future local authority engagement, with the long-term goal of increasing aerosol recycling rates nationwide.
Tom Giddings, Executive Director of Alupro and the UK Aerosols Recycling Initiative, said: “Research suggests that householders are widely unsure about how best to recycle aerosols. As a result, far fewer containers are collected at the kerbside than most other forms of metal packaging.
“Having collated control data, we’re excited to launch the second phase of the initiative in two UK geographies. Our campaign materials have been designed using more than a decade’s experience in consumer engagement programmes. They have been tested with focus groups, and our panels responded very well. We are confident that the ‘shake, spray, squirt’ campaign will deliver impressive results, increasing capture rates of empty metal aerosols and ensuring non-empty items are disposed of correctly.
“We look forward to subsequent sampling trials to understand the real-world impact on recycling behaviours.”
The UK Aerosol Recycling Initiative, led by Alupro, brings together partners from across the aerosol value chain, including SUEZ Recycling and Recovery UK, Ball Aerosol Packaging, Trivium Packaging, the British Aerosol Manufacturers’ Association (BAMA), packaging compliance scheme Ecosurety, consumer brand Henkel, valve manufacturer LINDAL Group, waste company CleanEco, aerosol producer Moravia Cans, and metal processors Tandom Metallurgical Group Ltd and Tata Steel UK.
New campaign aims to boost UK aerosol recycling
