{"id":3075,"date":"2025-12-30T15:06:55","date_gmt":"2025-12-30T15:06:55","guid":{"rendered":"https:\/\/novaexpressao.pt\/atrasados-ambientais-is-the-motto-of-electraos-new-campaign\/"},"modified":"2026-06-25T15:04:10","modified_gmt":"2026-06-25T15:04:10","slug":"atrasados-ambientais-is-the-motto-of-electraos-new-campaign","status":"publish","type":"post","link":"https:\/\/novaexpressao.pt\/en\/atrasados-ambientais-is-the-motto-of-electraos-new-campaign\/","title":{"rendered":"\u201cAtrasados Ambientais\u201d is the motto of Electr\u00e3o\u2019s new campaign."},"content":{"rendered":"\t\t
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The association chose \u201cto use humour and a certain healthy discomfort to put the issue on the table, before yet another year of unmet targets\u201d, explains Pedro Nazareth, CEO of Electr\u00e3o.<\/h4><\/header>
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The waste management association Electr\u00e3o focuses on \u201cAtrasados Ambientais\u201d in its first national 360\u00ba campaign exclusively about packaging recycling. The concept, using humor, arises \u201cfrom the observation that Portugal is one step behind in terms of recycling and exposes wrong behaviors in waste separation\u201d. <\/p>

In the European context, Portugal ranks 21st in the packaging recycling rate ranking, below the European Union average, according to Eurostat data from 2023.<\/p>

As a result of this situation, the association chose \u201cto use humour and a certain healthy discomfort to put the issue on the table, before yet another year of unmet targets. If the fact that Portugal is not among the frontrunners in recycling bruises our pride a little, all the better. It is this discomfort that we want to turn into an impulse to change behaviours,\u201d explains Pedro Nazareth, CEO of Electr\u00e3o, quoted in a statement.<\/p>

In the television and digital films, the concept is explored through everyday moments, interrupted by the use of the term \u201cenvironmental latecomer\u201d. On radio, the motto enters moments such as a wedding or a tribute. The idea came from \u201ca clear briefing: to create a disconcerting and differentiating campaign, capable of translating a structural problem of delay into simple language\u201d. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t

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Strategic thinking and creativity were handled by the agency O Escrit\u00f3rio, with media planning and distribution handled by the agency Nova Express\u00e3o. The \u201cAtrasados Ambientais\u201d are present on television, radio, MUPIs, digital and social media. <\/p>

+M Article | 30.12.2025<\/strong><\/span><\/em><\/a><\/h6>\t\t\t\t\t\t\t\t<\/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":"

The association chose \u201cto use humour and a certain healthy discomfort to put the issue on the table, before yet another year of unmet targets\u201d, explains Pedro Nazareth, CEO of Electr\u00e3o. The waste management association Electr\u00e3o focuses on \u201cAtrasados Ambientais\u201d in its first national 360\u00ba campaign exclusively about packaging recycling. The concept, using humor, arises […]<\/p>\n","protected":false},"author":2,"featured_media":3082,"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-3075","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-estrategia"],"acf":[],"yoast_head":"\n\u201cAtrasados Ambientais\u201d is the motto of Electr\u00e3o\u2019s new campaign. - 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\/atrasados-ambientais-is-the-motto-of-electraos-new-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cAtrasados Ambientais\u201d is the motto of Electr\u00e3o\u2019s new campaign. - Nova Express\u00e3o\" \/>\n<meta property=\"og:description\" content=\"The association chose \u201cto use humour and a certain healthy discomfort to put the issue on the table, before yet another year of unmet targets\u201d, explains Pedro Nazareth, CEO of Electr\u00e3o. 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