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ALUMINIUM PACKAGING RECYCLING NEWS FROM

WINTER 2020

MASTERS OF INFINITY EDUCATIONAL PROGRAMME

MID DEVON METALMATTERS LAUNCH

EVERY CAN COUNTS

www.alupro.org.uk

@AluproUK

ALUPRO CHRISTMAS CAMPAIGN

ALUMINATE WINTER 2020


In the last edition of Aluminate, published in March, I referred to a statement I had made in my introduction to the Winter edition in 2019 “The only thing that is certain in the current political turmoil is that things are going to change!”

Citizens recycling behaviour has also changed. Spending more time at home seems to have motivated people to recycle more, with many local authorities reporting “Christmas volumes every week”!

As a result, I’m delighted to be able to report that the 2020 aluminium packaging recycling target What an understatement that was. A little-known had been exceeded by the end of the third quarter. virus, COVID-19 struck and since then, like most We remain optimistic that in 2021 some companies, the office has been closed, the Alupro semblance of normality will return, but the new team has been working from home, and the world skills and approaches we have developed and has changed forever. tested this year will mean that the Alupro team is ready to seize the opportunity to join the “Green I am proud to be able to report that the team Recovery” and continue to work towards our vision has risen to the many challenges we have of an aluminium packaging recycling rate which encountered and adapted our programmes to fit the “new world” we are now living in, launching a is close to 100%. number of new initiatives you can read about in the following pages. Rick Hindley, Executive Director

Aluminium packaging consumption patterns have also seen a seismic change, with the sales of aluminium cans in “on the go” environments almost disappearing and a huge jump in the consumption of drink cans and aluminium foil containers at home. NEWS IN BRIEF

NEWS IN BRIEF

NEWS IN BRIEF

NEWS IN BRIEF

NEWS IN BRIEF

ALUPRO TEAM NEWS

NEW MEMBER

In June we (virtually) welcomed our newest team member, Tom Giddings. Tom joins us as our sustainability and public affairs manager and is currently based at his home office in South Wales alongside his rowdy canine colleagues Ajax and Nyx. Previously Tom worked at the global cardboard packaging giant DS Smith for over five years as the global sustainability manager, working on responsible sourcing, carbon management and reporting and recyclability.

We are delighted to announce that ScanMetals UK Ltd are now a member of Alupro. Through innovative and sustainable technology, ScanMetals recovers and refines metallic waste from incineration plants for the purpose of recovery. Find out more at scanmetals.com


C O M M U N I C AT I O N S U P D AT E

C O M M U N I C AT I O N S U P D AT E

C O M M U N I C AT I O N S U P D AT E

Masters of Infinity our new education programme for 7-11 year olds. Our mission is to educate primary school children on the importance of recycling in a fun and engaging way. With the help of “Ally Minium” and her warriors “Steely Stan”, “P-Lastic” and “G-Lass” pupils embark on a journey to defeat evil “Land-Phil”, whilst completing a series of quests, which help to develop their science, maths and creative skills. Pupils also have the opportunity to enter our Manga comic strip competition with the winning pupil receiving an iPad and £1,500 worth of vouchers for their school. Launched in the UK and ROI in September 2020, we’ve received an abundance of positive feedback and at the time of writing over 400 teachers have registered. Next stop for the “Infinites” is Wales – keep your eyes open for the launch of our bilingual resources coming soon at: learningaluminium.co.uk

Starpack Awards Create an exciting new personal grooming packaging brand for men or women with sustainability as a core brand value.

WIN £500

NABLE SUSTAIINIUM ALUMNAL

PERSO MING GROOCT & BRAND PRODU

This year, we’re sponsoring the annual Starpack Awards run by the Institute of Materials, Minerals & Mining. The packaging competition introduces young people to the packaging design process and encourages them to consider packaging design as their future career. Our brief challenges students to design a personal grooming or beauty product and accompanying brand out of sustainable aluminium. To support students with the brief, Alfed are offering free technical training sessions to anyone who registers. Running from September to the end of March, entries for our brief will be judged by Matt Twiss, Crown Packaging; Jon West, I2R; and Tom Giddings, Alupro. The winning student will not only receive £500 but will also be invited to the Crown Packaging Technology centre to see first-hand, packaging design in action. For more details visit: learningaluminium.co.uk/star-pack-awards


PUBLIC AFFAIRS & PR

PUBLIC AFFAIRS & PR

PUBLIC AFFAIRS & PR

PUBLIC AFFAIRS & PR

CHRISTMAS CAMPAIGN This month we launched our new Christmas campaign which aims to highlight the endless recyclability of aluminium. The animation created by Manchester based agency City Press centres around Santa and his mince pie obsession! But Santa is an avid recycler and remelts all of his mince pie trays, chocolate foil and drink cans to make his toys for next year – a cunning and very sustainable plan! The campaign will be featured on our social channels throughout December and is supported by our brand new consumer website: recyclealuminium.org.uk S TO P P R E S S... S TO P P R E S S... S TO P P R E S S...

Keep your eyes peeled early in 2021 for our new digital campaign which tells the story of the journey of aluminium packaging!

RECYCLING PERFORMANCE ANALYSIS 100% PACKAGING 2019

50,000 45,000

2020

SEPARATELY COLLECTED PACKAGING +28%

40,000

45,148

TONNES

35,000 33,537

30,000 25,000

33,577

28,027

20,000 15,000 10,000 5,000 0

UK

EXPORT

UK +20%

EXPORT +34%

During this year’s very unusual circumstances, one exciting consequence has been the astronomical rise in recycling figures across the UK. Some councils have reported increases as high as 30% across their dry mixed recycling and this has been

evident in the aluminium packaging recycling figures. In fact, by the end of quarter three the UK had already surpassed the total quantity of aluminium packaging recycled during 2019 We are on target for a record breaking year! ALUMINATE WINTER 2020


After a challenging year, which saw festival and outdoor event schedules scrapped, we’re fortunate to be able to report some fantastic highlights and achievements. We marked our return to experiential activities in August with the unveiling of the impressive #EveryCanCounts Rainbow, a tribute to key workers created from over 2,500 used drink cans. The Rainbow stood proudly on Brighton beachfront complete with golden can recycling bins on either side. The launch garnered impressive media attention from titles including ITV Meridian, BBC Radio Sussex and the Guardian online with an estimated reach of 38 million.

In addition, 990 recycling surveys were completed and we received 150 entries into our social media photo competition. Our lucky winner received a two-night coastal break at a UK location of their choice.

We marked Recycle Week 2020 by launching our first augmented reality game filter for Instagram and Facebook. Targeting the online gaming community, we set out to educate gamers on the importance of recycling drink cans. The game challenges players to collect as many falling drink cans in an on-screen recycling bin as possible, and here’s the fun part – you have to move your head to guide the recycling bin into position! When the time’s up, players find out how many cans they’ve collected and what aluminium item could be produced with the size of their haul. A laptop? A bicycle? A sports car? With aluminium, the possibilities are endless!

Check out the news in full from Every Can Counts in the latest edition of CanMail .

KEY FACTS

• DELIV ERED IN PA RTNER SHIP WITH

BRIGHTON A ND HOV E CIT Y COUNCIL • 40 C A MPAIGN POS TER S PL ACED A LONG THE SE A FRONT • DIGITA L SCREEN PROMOTION • PAV EMENT A RT WORK CRE ATED AN INTRIGUING TR AIL FROM BRIGHTON TR AIN S TATION DOW N TO THE R AINBOW INS TA LL ATION • SIGNAGE ON T WO COUNCIL REC YCLING COLLEC TION V EHICLES • REC YCLING AMBA SSA DOR S ENG AGED WITH VISITOR S OV ER 6 DAYS

ALUMINATE WINTER 2020


Since launching MetalMatters in 2011, we have now run the programme in 110 local authority areas! Despite COVID-19 and the many restrictions, we have launched the programme in three council areas: 2020 LAUNCHES ● JANUARY

● SEPTEMBER ●

OCTOBER

STAFFORDSHIRE WASTE PARTNERSHIP (TRIAL AREA IN SIX DISTRICT COUNCILS): 60,648 HH

Staffordshire Waste Partnership launch

LEICESTER CITY COUNCIL: 141,525 HH MID DEVON DISTRICT COUNCIL: 37,109 HH

RESULTS Results from East Riding Council’s campaign launched in September 2019 are extremely positive, aluminium cans have increased by 33% collected at kerbside, with an overall increase of 5% in all kerbside materials collected. Though we must acknowledge that COVID-19 restrictions may have had an impact on the results.

Mid Devon District Council launch

RESULTS FROM 12 MONTHS PRE & POST CAMPAIGN METALS Pre Post Campaign Campaign Yield Rate (kg/hh/annum) Change Alu Cans

4.6

6.1

32.7%

Fe Cans

9.1

10.0

10.1%

13.7

16.1

17.7%

Pre

Post

Change

306.2

320.5

5%

Total KERBSIDE RECYCLING Yield Rate (kg/hh/annum) Kerbside Recycling

East Riding Council launch

DIGITAL SUPPORT FOR LOCAL AUTHORITIES We have provided even more digital support to councils this year and have developed a whole suite of social media materials which showcase all aluminium packaging materials. Ranging from special awareness events such as ‘British Sandwich Week’, ‘Curry Week’ and Halloween, all of the digital templates highlight that aluminium is endlessly recyclable in a fun, visual way. We continue to engage with councils and know they appreciate this free resource to help them promote aluminium recycling in their area. The templates are all available to download take a look here. Aluminium Packaging Recycling Organisation Ltd 1 Brockhill Court, Brockhill Lane, Redditch B97 6RB Tel: 01527 597757 email: info@alupro.org.uk

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Aluminate Winter 2020  

A quick journey through Alupro activities during the last 6 months of 2020, including updates on communications and the aluminium packaging...

Aluminate Winter 2020  

A quick journey through Alupro activities during the last 6 months of 2020, including updates on communications and the aluminium packaging...

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