{"id":1851,"date":"2025-12-16T11:46:58","date_gmt":"2025-12-16T11:46:58","guid":{"rendered":"https:\/\/novaexpressao.pt\/index.php\/2026\/04\/29\/from-strategy-to-execution-how-we-turn-data-into-decisions-that-drive-growth-6\/"},"modified":"2026-06-25T15:14:15","modified_gmt":"2026-06-25T15:14:15","slug":"from-strategy-to-execution-how-we-turn-data-into-decisions-that-drive-growth-6","status":"publish","type":"post","link":"https:\/\/novaexpressao.pt\/en\/from-strategy-to-execution-how-we-turn-data-into-decisions-that-drive-growth-6\/","title":{"rendered":"Nossa and Nova Express\u00e3o help APA to \u2018lixar o lixo\u2019"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1851\" class=\"elementor elementor-1851 elementor-1357\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-811302d e-flex e-con-boxed e-con e-parent\" data-id=\"811302d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-74cf4402 elementor-widget elementor-widget-text-editor\" data-id=\"74cf4402\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h4>The campaign by Nossa and Nova Express\u00e3o, which won the tender to develop APA\u2019s communication in the waste area, will run between December and the end of 2026.<\/h4><p class=\"singleNewsbodyP\">Nossa is the creative agency chosen by the Portuguese Environment Agency (APA) to develop the new communication, awareness and information campaign in the waste area, \u2018Vamos lixar o lixo\u2019. Nova Express\u00e3o is responsible for disseminating the message across the various channels, with a high-impact strategy based on criteria of reach, relevance and efficiency. <\/p><p class=\"singleNewsbodyP\">The launch of the campaign lasts 15 months and has a massive presence across several channels: media, social media, influencers, outdoors and through high-impact creative actions, with direct contact with citizens.<\/p><p class=\"singleNewsbodyP\">\u2018Vamos lixar o lixo\u2019 is divided into two main communication waves: Christmas 2025 and summer 2026. In figures, each wave represents more than eight million people on TV, more than five million on radio, more than two million in the press and more than four million in the digital environment, APA estimates in a press release. <\/p><p class=\"singleNewsbodyP\">\u201cThe waste sector, in terms of environmental policies, represents one of the greatest challenges we have in our country, since waste production increases every year, selective collection is practically stagnant and dependence on landfills is still very high. In this festive period, it is important that citizens understand their fundamental role and contribute by separating their waste,\u201d says Jos\u00e9 Pimenta Machado, chairman of APA\u2019s board of directors, quoted in the statement.<\/p><p class=\"singleNewsbodyP\">\u201cWe have high expectations for this campaign in the sense that, in parallel with all the actions being implemented and investments associated with the waste sector, it can leverage an effective transition to a more circular economy. APA\u2019s appeal is clear: let\u2019s separate the rubbish before the future gets screwed,\u201d he concludes.<\/p><p class=\"singleNewsbodyP\">Nuno Cardoso, partner and CCO of Nossa, says that \u201c\u2018Vamos lixar o lixo\u2019 is a message of action, which aims to motivate the Portuguese to take part in this fight for better waste management and contribute to a more sustainable country. In the coming months, this campaign, with several communication moments, will present the real scale of the waste management problem, in strong and disruptive language. Vamos lixar o lixo is a challenge for us all to face head-on a true national purpose to which we can all contribute.\u201d<\/p><p class=\"singleNewsbodyP\">At this first moment of the campaign, on the eve of Christmas, APA reveals that around 1.3 million tonnes of food waste are not properly separated by the Portuguese each year. The campaign aims to raise awareness of the urgent need to properly separate the waste we produce at home, with direct and impactful consequences for the amount of waste that exhausts our landfills, with the message \u2018na \u00e9poca de uni\u00e3o, faz a separa\u00e7\u00e3o\u2019. <\/p><p class=\"singleNewsbodyP\">In parallel, APA is launching the campaign website \u2013 <a style=\"color: #000000;\" href=\"https:\/\/vamoslixarolixo.pt\/\">https:\/\/vamoslixarolixo.pt\/<\/a> \u2013 with all the relevant information, and reinforces the message through a Christmas tree created from waste, presented on 17 December at Cascais Xmas Village, in Parque Marechal Carmona, in Cascais. Next to the tree, an APA pop-up shop \u2013 \u2018Loja de Lixo\u2019 \u2013 invites the Portuguese to exchange waste for a Christmas gift. <\/p><h6 class=\"singleNewsbodyP\"><span style=\"color: #008000;\"><a style=\"color: #008000;\" href=\"https:\/\/meiosepublicidade.pt\/2025\/12\/16\/nossa-e-nova-expressao-ajudam-apa-a-lixar-o-lixo\"><em><strong>Meios &#038; Publicidade Article | 16.12.2025<\/strong><\/em><\/a><\/span><\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div data-id=\"f394925\" data-interaction-id=\"f394925\" data-e-type=\"e-youtube\"  class=\"e-youtube-base\"  data-settings=\"&#x7B;&quot;source&quot;&#x3A;&quot;https&#x3A;&#x5C;&#x2F;&#x5C;&#x2F;www.youtube.com&#x5C;&#x2F;watch&#x3F;v&#x3D;DbwMohQxjFA&quot;,&quot;autoplay&quot;&#x3A;false,&quot;mute&quot;&#x3A;false,&quot;controls&quot;&#x3A;true,&quot;cc_load_policy&quot;&#x3A;false,&quot;loop&quot;&#x3A;false,&quot;rel&quot;&#x3A;true,&quot;start&quot;&#x3A;null,&quot;end&quot;&#x3A;null,&quot;privacy&quot;&#x3A;false,&quot;lazyload&quot;&#x3A;false&#x7D;\"><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>The campaign by Nossa and Nova Express\u00e3o, which won the tender to develop APA\u2019s communication in the waste area, will run between December and the end of 2026. Nossa is the creative agency chosen by the Portuguese Environment Agency (APA) to develop the new communication, awareness and information campaign in the waste area, \u2018Vamos lixar [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2420,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_destaque":"0","footnotes":""},"categories":[27],"tags":[],"class_list":["post-1851","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-estrategia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nossa and Nova Express\u00e3o help APA to \u2018lixar o lixo\u2019 - Nova Express\u00e3o<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/novaexpressao.pt\/en\/from-strategy-to-execution-how-we-turn-data-into-decisions-that-drive-growth-6\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nossa and Nova Express\u00e3o help APA to \u2018lixar o lixo\u2019 - Nova Express\u00e3o\" \/>\n<meta property=\"og:description\" content=\"The campaign by Nossa and Nova Express\u00e3o, which won the tender to develop APA\u2019s communication in the waste area, will run between December and the end of 2026. 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