Think you know recycling? Alupro’s playful campaign promotes aluminium recycling awareness

Alupro has unveiled an engaging new initiative aimed at raising consumer awareness about best practices for recycling aluminium packaging. Launched on January 6 and running through March, the digital campaign features a series of creative, eye-catching videos shared across TikTok, Instagram, and Facebook.

Image Source: RECYCLE ALUMINIUM (Alupro)

Presented in a dynamic roving reporter format, the campaign showcases playful competitions where children and adults face off to test their knowledge about what happens to packaging after it's sorted for recycling.

The videos challenge the general public's recycling knowledge, uncover a few amusing home truths, and call on industry experts to clarify misconceptions. Following the success of a similar campaign by Alupro in 2023—which reportedly reached over 3 per cent of the UK population—the team aims to replicate this achievement and inspire a nationwide increase in aluminium packaging recycling rates.

Tom Giddings, executive director of Alupro, said, “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.”