The Portuguese Environment Agency (APA) is reinforcing its presence in environmental communication with the launch of the third phase of the “Vamos lixar o lixo” campaign, an initiative that, this summer, focuses on one of the most critical periods for waste production in Portugal. July and August represent a significant annual peak in the volume of waste generated, particularly due to increased travel, outdoor activities and habits associated with the holiday period. It is precisely in this context that APA wants to highlight the importance of maintaining — or reinforcing — waste separation behaviours.
The new phase of the campaign, developed by agency Nossa, introduces the concept that before recycling waste, excuses need to be recycled. APA identifies a number of justifications that become common during the summer — from “it all goes to the same place” to the classic “I don’t want the hassle while I’m on holiday” — and turns them into the direct target of the communication. The message is that waste separation does not take holidays and that excuses have a real impact, contributing to practices that compromise recycling and increase pressure on landfills.
This new phase of the campaign follows an earlier stage that highlighted the urgency of proper waste separation, particularly biowaste, whose selective collection has still not been implemented in all regions of the country. APA reinforces that, where there is no specific bin for this type of waste, citizens should contact the responsible municipality directly, an essential step towards improving information and accelerating the adoption of more sustainable practices.
The summer campaign is being disseminated by Nova Expressão, with a presence on television, radio, digital media, press and outdoor. At the same time, APA is travelling across the country with an 18-day roadshow, bringing awareness activities to various communities. Among the activations is a mural that brings together the most common excuses used for not separating waste correctly, challenging citizens to reflect on their behaviour and adopt more responsible practices.
The “Vamos lixar o lixo” campaign will continue until the end of 2026, with content and information continuously updated on the initiative’s official website, vamoslixarolixo.pt.
