”metalmatters”

1. ”metalmatters” Recycling Programme An industry developed communications campaign to increase kerbside capture rates!Norman Lett – BCME

2. Partners • BCME “Beverage Can Makers Europe” • Tata Steel Packaging Recycling (formerly Corus) • Novelis recycling - Aluminium Recycling • WRAP

3. Beverage Can Market (2009) World Market 260 billion cans / year (circa) European Market 51 billion cans (approx 70 % Aluminium 30 % Steel split) Upto 20% growth rate over previous 5 years UK Market (fillings) 8.8 Billion (circa 6.8 billion Aluminium, 2 billion Steel) Growth rates 3% on 2008 (Canned Soft Drinks (CSD) > 10% increase) Take home beer “Pack of Choice” at 70% market share Beer: 4.46 billion CSD: 4.32 billion

4. The Sustainable Value of Recycling • All Metal is 100% recyclable and can be recycled infinitely with no loss of quality • The beverage can could be back on shelf within60 day • The production of secondary metals requires only a fraction of the energy used for virgin metals • Recycling metals saves • up to 74% of the energy required to produce virgin steel • up to 95% of the energy used for virgin aluminium It does not matter in which product the recycled metal is used The environmental benefit is the same.

5. Kerbside Collection • Current Estimated Performance: • 95% plus of LA’s offer metal collection at Kerbside • 85% of population have access • Capture rates: 40%-50% ? Conclusion: • Infrastructure availability not a key barrier • Something else must be a barrier to participation

6. Barriers to recycling at home4 key barriers… • Situational barriers: • Behavioural barriers: • Knowledge and understanding: • Attitudes and motivators:

7. Developing a Programme Aims & Objectives: • Communication campaign to engage householders • Convert the “Barriers to recycling” into a practical campaign • Based around current L.A infrastructure Target • Target 10% increase in Metal collection • Target increase on total Dry Recyclables • Broaden the understanding of Metals Recyclability • Extend the understanding of what items can be recycled “More things more often” • Leave an awareness legacy of the value of metal • Demonstrate metals “Producer Responsibility Obligation”

8. Research Programme • Waste Compositional Analysis Study • Focus Groups (qualitative) • Online Survey (quantitative) Grouped by ACORN and by Recycling Accomplishment competence. Evidence Based Learning approach

9. Waste Compositional Analysis Defra and EA granted BCME access to Waste Composition Analysis data • 95 LA reports (Post 2005) • 87 studies with split metal fractions • 60 at Acorn level • All demographics well represented • Identified and quantified Metal Waste arising by: • ACORN group (first Acorn level study) • Collection scheme type • Metal – steel and aluminium • Demographic variations

10. DC level – average arising across study group

11. Comparative findings Total metal used by Acorn group Total Cans Recycled by Acorn by collection scheme

12. “Barriers to Recycling at Home” The Journey Message Content Type: Basic How& What is recycling Users Guide to recycling: Explain Service, How, When & What How it Works & Dispelling the Myths: Educate, inform, good thing, WHY, Outline Benefits What happens to recyclables, explain value loop & offset benefit of material reuse. Rewards & Saving money Feedback and Thanks Recognition needed, locally, district and national level

13. Development of Creative Routes • Initial Concept Design: • Manifold message sources, “Barriers Report” values them • Demographical and Recycling competence defined • Certain messages resonate better with certain groups • Look, feel, style, paper all considered • 4 different design concepts prepared

14. How and What is Recycling Dispelling the Myth & How it Works Rewards & Saving Money

15. Development of Creative Routes • Initial Concept Design: • Manifold message sources, “Barriers” values them • Certain messages resonate better with certain groups • Look, feel, style, paper all considered • 4 different design concepts prepared • Qualitative Focus Group testing: • Proved most insightful • Compilation of message, leaflet style and form of comm’s etc • Key barriers highlighted • Time and effort to recycle is time well spent ! • Demographic and recycling competence variance detected, but peripheral. • Desire for: • Simple clear information • Reassurance that their inconvenience was worthwhile • Concepts modified accordingly

16. Initial Consumer Focus Group Conclusion: • Consumer knowledge of recycling is not as broad and much shallower than credited or envisaged from “Barriers Report”. • Strong Bias toward: • “Dispelling the Myth” • “How it works” • Target just this section?

17. Quantitative assessment of creative modified concepts • 4 creative print design concepts developed • On-line interviews • 3004 interviews completed • Demographically representative • Recycling competence determined • All concepts tested very well • Transformation theme was exceptional • Qualitative and Quantitative Results forced rethink in approach. • Transformation theme • Acorn and recycling competence variance much less critical • Two leaflets working sequentially to aid recyclers on their competence journey

18. Opinion of ads Study size 3004 Demographically balanced - % Strongly Agree/Agree These wouldstandout from other ads Slinky Precious Transformation 1 Transformation 2 % Base: Accomplished Recyclers (1,425), Not Accomplished Recyclers (1,579), Wealthy Achievers (670), Urban Prosperity (417), Comfortably Off (853), Moderate Means (436), Hard Pressed (607)

19. How &What Is Recycling Dispelling the Myth & How it Works Reward & Saving Money

20. Transformation Theme

21. Pilot Trials • Nuneaton and Bedworth BC • All 56,000 households, 30 rounds • 2 leaflet drops per household • Comprehensive kerbside service • Weekly source separated • Robust monitoring, over 10 weeks • Good demographic mix • Secondary communication throughout the intervention • Pre and Post Attitudinal survey 2,400 balanced across Acorn groups • East Hampshire • 3 Rounds plus a control round > 4,000 households • 2 leaflet drops per household • Co-mingled collection • Defined demographics by round • MRF sort and sub faction analysis • No secondary Comm’s

22. Secondary Comm’s

23. Monitoring Methods • Attitudinal Survey (pre and post) 2,400 interviews, demographically balanced. • Overall Tonnages (Metal and Dry) • Tonnages by rounds Acorn dominance • MRF analysis (for commingled rounds) • MRF materials analysis (by metal type e.g. cans, aerosols, food cans, pet cans, foil) • Box and Bin request data • Call requests • Web hits

24. Results To be announced on 8th March

25. 75 years of beverage cans! Thank you for your Attention.

26. Campaign Creation

27. Vehicle Livery 4 Waste Vehicles carried image livery

28. Bus shelter information points • Over 60 sites throughout the area. Posted one week into the campaign

29. Newspaper advertising and editorial Half page adverts for Nuneaton News and Nuneaton Tribune. Top right hand of page, 12 insertions. Total circulation over 4 week period exceeding 250,000

30. Road Shows – Nuneaton Ropewalk shopping centre • Spoke to 1,722 residents • 1265 balloons given away • 457 competition entries for iPod • 12 Mobile Road Shows by L.A over campaign period

31. Aluminium Packaging UK total consumption Total 142,300 Tonnes

32. To convert the “barriers to recycling” into a practical campaign tool……..starting with more research! Challenge !