The Aluminium Packaging Recycling Organisation (Alupro) wanted to increase collections of aerosol and foil packaging. With the backing of industry partners, the trade body developed the Aerofoil campaign. Supported by Pelican, local authorities were encouraged to include the materials in their collections.
With councils already collecting aluminium cans, the infrastructure was in place. Technical experts advised local authorities on how to include foil containers and aerosols in their collections. Householders were then targeted with an extensive communications campaign that included outdoor and radio advertising, local media relations, a dedicated website and a suite of literature that could be individually branded by each local authority.
More than 5.8 million households are benefiting from better recycling services as a direct result of its Aerofoil programme. Since its launch in 2009, 98 local authorities have expanded their collection systems to include foil, aerosols or both materials. In total, 83% of local authorities are now collecting aerosols, an increase of 16%, while 72% are now collecting foil, an increase of 14% compared to 2009.