Metalmatters will be piloted in two councils in coming weeks and will include a leaflet drop to more than 57,000 households, displays in high footfall areas of shopping centres and a local poster campaign.

Norman Lett, spokesman for Metalmatters, said: "We now know what we need to be doing to reassure the public that what they recycle at home can really make a difference.

"We are constantly striving to make people aware of how valuable metal is as an endlessly recyclable material."

Councillor Bill Shepherd, spokeman for Nuneaton & Bedworth, said the scheme was a "great example of an industry taking an active role in supporting local authorities and existing kerbside collection infrastructure".

Metalmatters said the long-term aim was to develop a resource that all local authorities could use to encourage recycling at home.