Case Study: Partners Make Metal Matter in Wrexham
In 2015, Ball operated a beverage can plant in Wrexham, U.K., and the city became the 50th local authority to partner with MetalMatters. A creative communication campaign informs citizens about what and how to recycle, and what happens to metal packaging during and after the recycling process.
Launched in early 2015, the campaign reaches 62,000 households through two direct household leaflet distributions, online advertising, social media posts, posters in public buildings and information roadshows at local grocery stores.
During the first six months, MetalMatters was successful in Wrexham. While actual results will be publicized when the campaign has run for a full year, we have already seen a significant increase in aluminum beverage can collection rates.
To celebrate the launch of the 50th MetalMatters campaign, Ball invited Wrexham councilors and students from a local primary school to its plant to experience the aluminum can manufacturing process
first-hand. The Wrexham plant produces around 7 million cans per week, and each one can be recycled and back on the shelf as a new can in eight weeks.
In early 2016, Wrexham also implemented a new on-street can recycling program at key public and leisure locations. Provided by Every Can Counts, the bright green can-shaped bins were designed to make it easier for residents and visitors to recycle on-the-go, aiming to reduce cross-contamination and costs to the municipality.