UK-based can maker Rexam has supported the launch of the MetalMatters campaign in Luton.

Funded by the metal packaging and recycling industry as well as brand owners, the campaign helps educate residents on how to recycle metal household waste.

The campaign, which will cover 79,355 households, aims to reduce the amount of metal packaging sent to landfill .

MetalMatters has created a series of leaflets, online advertising, social media posts and posters bearing the message ‘make your metals matter’.

Rexam sustainability manager Matthew Rowland-Jones said: "We’ve been supporting MetalMatters since its inception in 2010 as part of our commitment to raise awareness of the importance of recycling."

The campaign will release two infographics that list metal items suitable for recycling, as well as emphasise the infinite recyclability of aluminium.

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"We’re committed to reducing the amount of waste that is sent to landfill and look forward to working with residents to make this happen."

Luton Borough Council public realm service director Alex Constantinides said: "We’re committed to reducing the amount of waste that is sent to landfill and look forward to working with residents to make this happen.

"If all 94 million cans and other metal packaging were recycled, it would equate to 542 cars being taken off the road for one year and a saving of 2,548 units of CO²."

Used metal packaging can be recycled into new products at a cheaper cost than making them from raw materials.

In 2010, research carried out by Beverage Can Makers Europe (BCME) revealed that some people were not aware that used metal packaging could be transformed into new items.

Image: Rexam supports the launch of MetalMatters campaign in Luton, UK. Photo: courtesy of MetalMatters.