The association chose “to use humour and a certain healthy discomfort to put the issue on the table, before yet another year of unmet targets”, explains Pedro Nazareth, CEO of Electrão.
The waste management association Electrão focuses on “Atrasados Ambientais” in its first national 360º campaign exclusively about packaging recycling. The concept, using humor, arises “from the observation that Portugal is one step behind in terms of recycling and exposes wrong behaviors in waste separation”.
In the European context, Portugal ranks 21st in the packaging recycling rate ranking, below the European Union average, according to Eurostat data from 2023.
As a result of this situation, the association chose “to use humour and a certain healthy discomfort to put the issue on the table, before yet another year of unmet targets. If the fact that Portugal is not among the frontrunners in recycling bruises our pride a little, all the better. It is this discomfort that we want to turn into an impulse to change behaviours,” explains Pedro Nazareth, CEO of Electrão, quoted in a statement.
In the television and digital films, the concept is explored through everyday moments, interrupted by the use of the term “environmental latecomer”. On radio, the motto enters moments such as a wedding or a tribute. The idea came from “a clear briefing: to create a disconcerting and differentiating campaign, capable of translating a structural problem of delay into simple language”.
Strategic thinking and creativity were handled by the agency O Escritório, with media planning and distribution handled by the agency Nova Expressão. The “Atrasados Ambientais” are present on television, radio, MUPIs, digital and social media.
