The AAR is all about creating incentives to recycle and increasing consumer awareness of recycling .

The money from Alcoa will help establish a more solid infrastructure for aluminium, plastics, glass and paper recycling and might increase the country's recycling rate by 10%.

Klaus Kleinfeld, Alcoa's chairman and CEO, hopes that by backing the AAR, the USA can increase it's aluminium recycling rate to 75% by 2015.

There are plans for a multi-media promotional campaign to bring the recycling message to an estimated 200 million people, and universities, such as Ohio State, Tennessee, Purdue and Clemson are planning to encourage football fans to recycle in car parks during the American football season.

The ultimate goal of the AAR is to boost the USA's recycling rate by 20% within three years.