The motto ‘Vamos separar o lixo antes que o futuro se lixe’ is the signature of the multimedia campaign, which is present on television, radio, outdoor, digital channels and other online and offline media.
The Portuguese Environment Agency (APA) is launching the second moment of the communication, awareness and information campaign in the area of waste, ‘Vamos Lixar o Lixo’. The agency suggests that society become aware of, and contribute to solving, the problem of the three million tonnes of waste that are deposited in landfills every year.
The motto ‘Vamos separar o lixo antes que o futuro se lixe’ is the signature of the multimedia campaign, which is present on television, radio, outdoor, digital channels and other online and offline media. In the television campaign, a Lisbon tour guide driving a tuk-tuk presents some of the capital’s monuments, such as the Ajuda National Palace, the Jerónimos Monastery and an unexpected monument made up of three million tonnes of urban waste, representing what is deposited in landfill every year in Portugal.
The awareness campaign is present at Centro Comercial Colombo, in Lisbon, and NorteShopping, in Matosinhos, with an activation that aims to explain what biowaste is (food scraps and green garden waste).
The campaign concept was developed by the creative agency Nossa, with the aim of raising awareness among the Portuguese of the urgency of addressing the excessive production of waste in Portugal. Nova Expressão is responsible for disseminating the message across the various channels.
The ‘Vamos Lixar o Lixo’ campaign continues until the end of 2026 and information is constantly updated on the campaign website: https://vamoslixarolixo.pt/.
