Nossa signs the Portuguese Environment Agency’s (APA) omnichannel awareness campaign for the summer, with a message calling for waste separation during the holidays. Broadcast on television, radio, digital media, press and outdoor, the ads are part of a media plan defined by Nova Expressão.

“During the holidays, it is common to hear excuses such as ‘Isso vai tudo para o mesmo sítio’, ‘O caixote está longe’ or ‘Nas férias, não quero ter trabalho’. This is precisely the obstacle the campaign seeks to dismantle, inviting the Portuguese to leave excuses behind and adopt more responsible behaviours,” explains APA in a press release.

The third moment of the ‘Vamos Lixar o Lixo’ awareness campaign, which is communicated through its own website and will have a new wave until December, launches on 29 June, at a time when many Portuguese people begin going on holiday. The aim is to warn of a problem that worsens during the hottest months.

“July and August are the most critical period for waste production in Portugal. In this context, APA warns of the urgency of properly separating waste also during the holiday period, promoting responsible behaviours that allow it to be properly directed for recycling,” the document states.

The campaign, which is being announced by Corpcom, is amplified through an awareness action that travels across Portugal over 18 days, through a travelling roadshow that challenges communities to reflect on the importance of waste separation.

The initiative includes a mural that brings together the main excuses used by citizens for not separating waste correctly and can be seen from 3 to 5 July in Praça da República, in Braga. Like the campaign, APA’s roadshow aims to encourage the Portuguese population to make fewer excuses and recycle more.