Leeds launches largest single local authority MetalMatters campaign

Written by: Editorial staff | Published:
[L-R] Vincent Cummins, Leeds City Council; Lucinda Yeadon, deputy leader and executive member for environment and sustainability; Rick Hindley, Alupro; Laura Fernandez, M&S

The largest single local authority MetalMatters campaign has been launched across Leeds City Council. The Industry-funded communications campaign, which is running in partnership with Marks & Spencer, is expected to directly communicate with over 348,500 households and help increase capture rates of metal packaging recycled through kerbside collections.

"An exciting addition to the programme in Leeds is the partnership with M&S, one of the UK’s leading retailers," said Rick Hindley, executive director of project managers Alupro. "As part of Plan A, its eco and ethical programme, M&S is committed to working in partnership with programmes like the MetalMatters campaign in Leeds, to improve national levels of recycling and help customers to live more sustainably."

In addition to its support with the communications campaign, M&S is reported to be planning interactive recycling games and competitions to help explain recycling to local residents at its Moortown store on Harrogate Road where members of the council will also be on hand to talk to customers about their recycling.

Laura Fernandez, senior packaging technologist at M&S, said “We are working hard to make it as easy as possible for our customers to live more sustainably. The MetalMatters campaign has had a really positive impact on raising awareness of the importance of recycling all metal packaging and has also helped boost overall recycling levels in other areas of the country – so we’re really looking forward to supporting the campaign in Leeds.”

Lucinda Yeadon, deputy leader and executive member for environment and sustainability, stated “We are calling on local residents to make their metals matter and help increase Leeds’ recycling performance. Recycling metal is good for the environment by reducing CO2 emissions and helps reduce the costs of dealing with the city’s waste. Households in Leeds are recycling just under half of their everyday metal packaging like drinks cans, tins, aerosols and foil.

"Every can recycled saves enough energy to run a TV for four hours, so a small action like putting your empty bean tin into your green recycling bin can make a big difference,” added Yeadon.

Hindley said: “The launch of the Leeds campaign marks the first time a national retailer has directly supported the campaign. The campaign provides a cost effective and easy-to-implement solution for authorities, helping to deliver an improvement in metal packaging capture rates and a sustained positive impact for recycling long after the campaign has been delivered.”

The programme is funded by a partnership of metal packaging manufacturers, fillers and reprocessors and is delivered on their behalf by Alupro, with support from local authorities and their waste collection partners.

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