Welsh council rolls out MetalMatters programme

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A digital campaign promoting best practice metal packaging recycling has begun across Powys in Wales.
Having launched on 17 June, the six-week programme will target more than 67,000 households across the region, with the aim of improving kerbside recycling rates.
Delivered by the Aluminium Packaging Recycling Organisation (Alupro), ‘MetalMatters’ will use targeted social media updates to engage with residents and communicate the benefits of recycling metal packaging.
The launch marks the second time MetalMatters has been deployed across Powys, with the campaign first introduced back in 2018.
Comprising a mass leaflet drop and supporting marketing activities, the initiative resulted in a significant increase in both recycling volume and quality, said Alupro.
Commenting on the launch, Matt Perry, Powys County Council’s chief officer – place, commented: “We know that the vast majority of people in Powys are already great at recycling, but together we can achieve so much more. MetalMatters allows us to engage with our residents and encourage them to think about their recycling habits.
“We were delighted with the results of the MetalMatters programme when we first launched the initiative back in 2018. With social media now widely considered a key route to homeowners, adopting the digital version of the programme will help to once again bring metal packaging recycling firmly up the priority list.”
Tom Giddings, executive director of Alupro, added: “We’re delighted to be partnering with Powys County Council to roll-out MetalMatters. With the campaign having already proven itself in 2018, we’re confident that implementing digital engagement tactics will help to reach even more residents, driving an increase in recycling rates and encouraging households across Powys to take positive action.
“For more than a decade, we’ve delivered our MetalMatters initiative in partnership with local authorities across the UK to educate the public on making a few small changes to deliver significant environmental impact.”

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