The Portuguese Environment Agency (APA) has launched a new campaign aimed at raising awareness of the urgent need to properly separate waste produced at home, which has a direct and significant impact on the amount of waste that fills up landfills.
Under the motto “Vamos lixar o lixo”, the campaign comes in response to the fact that every year around 1.3 million tonnes of food waste are not properly separated by the Portuguese, according to APA, which has also launched a dedicated website – vamoslixarolixo.pt – containing all the relevant information.
The Portuguese Environment Agency is further reinforcing the message through the installation of a Christmas tree made from waste, unveiled this Wednesday, the 17th, at Cascais Xmas Village, in Parque Marechal Carmona, Cascais. Next to the tree, an APA pop-up shop — “Loja de Lixo” — invites the Portuguese to exchange waste for a Christmas gift.
“The waste sector, in terms of environmental policies, represents one of the greatest challenges we face in our country, as waste production increases every year, selective collection is practically stagnant and dependence on landfills remains very high. During this festive period, it is important that citizens understand their fundamental role and contribute by separating their waste. We have high expectations for this campaign, in the sense that, alongside all the actions currently being implemented and the investments associated with the waste sector, it can help drive an effective transition towards a more circular economy,” says José Pimenta Machado, Chairman of APA’s Board of Directors, quoted in a statement.
The campaign concept was developed by creative agency Nossa, with the aim of raising awareness among the Portuguese of the urgency of addressing excessive waste production in Portugal and, for waste that cannot be avoided, encouraging people to dispose of it in the correct places so that it can be sent for recycling.
“‘Vamos lixar o lixo’ is a call to action that aims to motivate the Portuguese to take part in this fight for better waste management and contribute to a more sustainable country. Over the coming months, this campaign, with several communication moments, will reveal the true scale of the waste management problem, using strong and disruptive language. Vamos lixar o lixo is a challenge for all of us to confront a genuine national priority in which everyone can play a part,” explains Nuno Cardoso, partner and chief creative officer at Nossa.
The campaign therefore aims to guide society towards a more sustainable future for waste management in Portugal, increasing selective waste collection and significantly reducing the country’s current dependence on landfills.
Running for 15 months, the campaign is present across media, social media, influencers and outdoor advertising, as well as through high-impact creative activations involving direct contact with citizens. Nova Expressão is the agency responsible for media planning.
“Vamos lixar o lixo” is divided into two main waves of communication, the first taking place during the 2025 Christmas season, followed by another during the summer of 2026. In terms of reach, each wave is estimated to impact more than eight million people on television, more than five million on radio, more than two million in press and more than four million across digital channels.
The campaign is supported by the Environmental Fund and co-financed by Sustainable 2030, Portugal 2030 and the European Union.
