Recycle for Greater Manchester (R4GM) and MetalMatters have teamed up to improve the capture rates for metal packaging across the region.
Over 405,000 households will be targeted across four districts within Greater Manchester in the 12-week programme.
For the first time, council districts will be segmented within a major conurbation.
A leaflet drop will take place to every household in Rochdale, Stockport, Manchester and Trafford, while roadshows will also take place in these council areas.
While 15,250 households in these four districts will be targeted by a door-knocking campaign, which is also a first for MetalMatters.
Across the whole of Greater Manchester, 1.1 million households will receive radio and press advertising.
The 12-week campaign has been developed by MetalMatters and R4GM and is funded by Greater Manchester contractor Viridor Laing, MetalMatters and WRAP.
Alupro executive director Rick Hindley said: “We are excited by the new approach that the Greater Manchester campaign is taking and we hope to learn a great deal about the impact and effectiveness of the MetalMatters messages across a major conurbation and, at the same time, in very specific areas, including those with a high percentage of multi-occupancy accommodation. This will be valuable as we aim to develop and refine the campaign to help more local authorities and waste partnerships realise the value of metals in their waste streams.”
