“Vamos Lixar o Lixo” is the name of a new public awareness and information campaign on waste management launched by the Portuguese Government and the Portuguese Environment Agency (APA). Backed by a €5.3 million investment, the initiative will reach people across Portugal through digital media, television, radio and print, with the campaign set to launch this Christmas.

The campaign is scheduled to run for 12 months, with its main bursts taking place during the Christmas period and the summer of 2026, when waste generation typically peaks. In addition to a strong presence across digital and traditional media, particularly local media, the campaign will include roadshows across the country and events in shopping centres.

At the campaign’s signing ceremony on Friday, APA President José Pimenta Machado said Portugal is in a “state of emergency” regarding waste management. Municipal waste generation increased again in 2024, reaching 5.55 million tonnes, a 3.97% rise on the previous year. Each resident generated an average of 517 kg of waste, or around 1.4 kg per day. Landfill continues to be the main destination for waste.

Nearly 60% of municipal waste still ends up in landfill, well above the EU target of reducing landfill disposal to 10% by 2035. “Seven years of stagnation show that urgent action is needed,” he warned. He stressed that the authorities are “fully committed in the short term” and expressed hope that the campaign would reach and influence people across the country, although it is currently planned to run only in mainland Portugal.

Meanwhile, Duarte Durão, from communications agency NOSSA, explained that the presentation was only “a teaser”, as work on the campaign is still ongoing. He promised the creation of “a national movement with a powerful message that engages, empowers and mobilises the Portuguese public.” The goal is to “convert people one by one to this cause” and reduce annual waste generation by 4 kg per person, added Filipe Teotónio Pereira, Managing Director of Nova Expressão.

“We managed to reduce landfill disposal by around 4% in 2025, but we need to accelerate the pace if we are to reach the 10% target,” said the Minister for Environment and Energy. “Simply highlighting the problem is not enough,” she added, stressing that the solution depends on everyone’s involvement, with a particular focus on younger generations. “Teaching people how to do it is essential,” she said, adding that the campaign needs “that spirit”. “This is perhaps the best campaign this ministry has ever launched,” Maria da Graça Carvalho concluded.

The campaign’s communications strategy has also been designed to be segmented and tailored to different target audiences, including international tourists.