M&S teams up with Leeds Council to back 'MetalMatters' campaign

Marks & Spencer is backing a new grassroots comms campaign to raise recycling rates in Leeds, in partnership with the city council and the metals industry.

The Leeds 'MetalMatters' campaign is to be run in conjunction with M&S
The Leeds 'MetalMatters' campaign is to be run in conjunction with M&S
The Leeds MetalMatters campaign, which launched this month with a photocall at the city’s recycling plant, and will run until June, is the latest in a series of industry-funded comms campaigns across the UK.

Leeds City Council is taking the lead on consumer PR, while MetalMatters is focussing on trade PR and will compare recycling rates from the year before and the year after the current campaign to evaluate its impact.
The campaign will reach more than 348,500 households in Leeds and aims to increase recycling rates of household rubbish. 

Leeds City Council will send leaflets stressing the value of metal in everyday items, to promote recycling, to hundreds of thousands of households during the 12-week campaign. 

This will be supported by radio adverts, signage on recycling vehicles, and more than a dozen roadshows taking place across the city over the next three months.

Councillor Lucinda Yeadon, deputy leader and executive member for environment and sustainability at Leeds City Council, commented: "Every can recycled saves enough energy to run a TV for four hours, so a small action like putting your empty bean tin into your green recycling bin can make a big difference."

Since it began five years ago, the MetalMatters campaign has communicated with more than 4.5 million households across 74 local authority areas. The impact of the grassroots approach can be seen in the average 18 per cent rise in metal recycling rates, with some councils seeing increases of up to 28 per cent.

Laura Fernandez, senior packaging technologist at M&S, said: "The MetalMatters campaign has a had a really positive impact on raising awareness of the importance of recycling all metal packaging and has also helped boost overall recycling levels in other areas of the country – so we’re really looking forward to supporting the campaign in Leeds."

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