Communications programme launched to improve UK aerosol recycling

As part of a pioneering initiative to improve the recycling rate of post consumer aerosols, a creative programme has been rolled out across two local authorities to measure the impact of communications on recycling behaviour.

Managed by Alupro and funded through the Aerosol Recycling Initiative (UKARI) in partnership with Suez recycling and recovery UK, the campaign follows hot on the heels of independent sampling projects at MRFs in Greater Manchester and the West Midlands, which aimed to gather representative household waste composition data.

Designed with the specific aim of educating householders about best practice aerosol recycling, the digital first, video led campaign focuses on the strapline of ‘shake, spray, squirt’. The content, which will be shared across social media via a targeted engagement strategy, explains how to recycle empty aerosols and how to dispose of partly dispensed containers with residual liquid still inside.

Supported with wider marketing tactics (signage at household waste recycling centres), the posts each link back to a dedicated campaign microsite. With a look and feel that reflects the wider campaign, users can find out more about what happens to aerosols once collected from the kerbside, as well as read a step-by-step guide to best practice aerosol recycling. 

Following the conclusion of each campaign, a further sampling trial will be undertaken, comparing results with initial composition data to better understand the relationship between communications and consumer recycling behaviours. Moving forward, this insight will be used to guide local authority engagement activity, with the ambition of driving a national uplift in aerosol recycling rates. 

Tom Giddings, executive director of Alupro and the UK Aerosols Recycling Initiative, commented: ‘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 are excited to have launched the second phase of the initiative in two UK geographies. Our campaign materials have been designed using more than a decade’s experience in the development and deployment of consumer engagement programmes. We have tested the campaign with focus groups and have seen our panels respond very well to the assets we are going to use. As such, we are confident that the ‘shake, spray, squirt’ materials will deliver impressive results, driving up the capture rates of empty metal aerosols and the proper disposal of non empty items.

‘We are looking forward to following up with subsequent sampling trials to understand the real world impact on recycling behaviours.’

Led by Alupro, the UK Aerosol Recycling Initiative brings together partners from across the aerosols value chain. These partners include 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 processors of reclaimed metal Tandom Metallurgical Group and Tata Steel UK.