The digital campaign, which kicked off earlier this week (6 January) and runs until March, comprises a series of creative videos promoted across TikTok, Instagram and Facebook. Filmed in roving reporter style, children compete against adults to find out who really knows more about what happens to packaging once it’s separated for recycling.
The videos test the knowledge of the general public, identify a couple of embarrassing home truths, and enlist the help of some industry experts to set the record straight. With a similar campaign conducted by Alupro in 2023 said to have reached more than 3% of the UK population, the team is hoping to match this milestone on its mission to drive a national uplift in aluminium packaging recycling rates.
Tom Giddings, executive director of Alupro, commented: “We’ve definitely seen a shift in consumer awareness around best practice aluminium packaging recycling since rolling-out our first ‘Secrets of Aluminium’ campaign. Updating and relaunching the programme for 2025 will help to accelerate our ambitions to further improving recycling education.
“It’s been interesting to see the common gaps in knowledge first hand, but also hugely motivational to understand the younger generation’s passion, enthusiasm and knowledge. It gives us real hope for a more sustainable future.”
To watch the videos, visit Alupro’s social media channels or the campaign page at https://recyclealuminium.org.uk/secrets-of-aluminium-2/. For more information about Alupro, visit https://alupro.org.uk/.