As part of efforts to enhance kerbside recycling rates across the region, households are being urged to recycle different types of metal packaging.
These include food and drink cans, aluminium foil and trays, empty aerosols, and metal screw tops.
The 'MetalMatters' programme, led by the Aluminium Packaging Recycling Organisation (Alupro), will utilise targeted social media posts and bus advertisements to highlight the extensive benefits of recycling metal packaging.
This six-week initiative is anticipated to reach over 228,000 households within the two local authorities.
Launched in 2012, the MetalMatters programme has been adopted by more than 121 local authorities, leading to improved recycling rates.
Councillor Denise Rollo, Cumberland Council’s Executive Member for Sustainable, Resilient and Connected Places, said: “Our goal is to drive recycling rates up and reduce waste by identifying environmentally responsible ways to meet the needs of our local communities.
"MetalMatters will allow us to engage with residents across our Cumberland area, encouraging them to think about their recycling habits and how best to dispose of their metal packaging.”
Councillor Dyan Jones, Westmorland and Furness Council’s Cabinet Member for Customer and Waste Services, added: “Many across Westmorland and Furness are already committed to recycling and reducing waste which is great news, but we can do more.
“This latest campaign encourages people to think about recycling more metal packaging found throughout their home, whether in the kitchen, bathroom or bedroom. Food and drink cans, foil and empty aerosols are all easily and endlessly recyclable.
“It’s worth remembering that every aluminium can you recycle saves enough energy to run a TV for three hours – so a small action like putting your empty baked beans can into your recycling container can make a big difference.”
The metal packaging industry funds the MetalMatters campaign, aiming to educate residents on the benefits of metal packaging and promote recycling.
Tom Giddings, executive director of Alupro, added: “For more than a decade, our MetalMatters programme has been educating the public about the benefits and importance of recycling metal packaging.
"We’re confident that the introduction of this campaign will help to drive an increase in recycling rates and households taking positive action across Cumbria.
“For us, the most important message is that metal is infinitely recyclable, meaning the quality and properties of the metal will be unchanged during the recycling process. Making a few small changes can add up to a big environmental impact.”
