Alupro | Behaviour change campaigns | UK

Working with Alupro to design artwork for their Metal Matters and Every Can Count campaigns and supporting numerous local authority campaigns across the UK.

Content creation | Design and templates

Project overview

Alupro (The Aluminium Packaging Recycling Organisation) is a not-for-profit industry body that represents the UK’s aluminium packaging sector. It leads national efforts to:

  • increase aluminium packaging recycling rates

  • deliver behaviour-change campaigns such as Metal Matters and Every Can Counts

  • support local authorities to improve household participation in recycling

  • provide data, guidance and resources to maximise aluminium capture

 We have worked with Alupro for more than 10 years, designing and tailoring communication materials that help councils engage residents and encourage long-term recycling behaviours. Our focus has been on showing households that metal packaging is endlessly recyclable and can be transformed into new products again and again.

Project aim

To support Alupro and its local authority partners in delivering their campaigns, motivating householders to recycle more metal packaging and embedding long-term behaviour change.

Tube advertising

Our role

We provided design direction, content creation and template development to support the national rollout of Alupro’s campaigns. This included:

  • Developing design concepts for Metal Matters and Every Can Counts

  • Creating a refreshed design style and campaign identity

  • Producing a suite of adaptable campaign assets, including:

    • Transformation leaflets

    • Outdoor and digital advertising

    • Newspaper adverts and editorial

    • Vehicle livery

    • Posters and display materials

  • Tailoring these templates for local authorities across the UK to reflect their individual recycling services

  • Providing ongoing advice to enhance the usability, consistency and impact of the toolkit

  • Updating campaign materials to align with the latest WRAP Recycle Now national style

Leaflets developed to create behavioural change

Outcomes

  • Alupro’s campaigns continue to grow in reach and impact, supporting councils across the UK to increase participation in metal recycling and raise awareness of the value of aluminium as an endlessly recyclable material.

  • Alupro achieved an 18% increase in metals recycled, spanning over 3 million householders in 60 council areas with our help on the campaign.

  • “Thanks again for your suggestions for how we might approach the refresh of the MetalMatters campaign identity. I have shared them with the team at Alupro, and we like your approach and are happy to give you the go ahead to get creative!”

    - Diana Caldwell

    Marketing and Communications Manager