{"id":3186,"date":"2025-10-17T14:34:19","date_gmt":"2025-10-17T14:34:19","guid":{"rendered":"https:\/\/novaexpressao.pt\/government-launches-campaign-to-tackle-the-national-waste-emergency\/"},"modified":"2026-06-26T11:42:28","modified_gmt":"2026-06-26T11:42:28","slug":"government-launches-campaign-to-tackle-the-national-waste-emergency","status":"publish","type":"post","link":"https:\/\/novaexpressao.pt\/en\/government-launches-campaign-to-tackle-the-national-waste-emergency\/","title":{"rendered":"Government Launches Campaign to Tackle the National Waste Emergency"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3186\" class=\"elementor elementor-3186 elementor-2931\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3c0f3640 e-flex e-con-boxed e-con e-parent\" data-id=\"3c0f3640\" 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-26e98c42 elementor-widget elementor-widget-text-editor\" data-id=\"26e98c42\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<div class=\"my-1 text-center text-sm md:text-base font-primary text-gray-700\"><h4>Backed by a \u20ac5.3 million investment, the Portuguese Environment Agency (APA) and the Portuguese Government are launching the \u201cVamos Lixar o Lixo\u201d campaign this Christmas to encourage people across Portugal to reduce waste and adopt more sustainable habits.<\/h4><div class=\"info\"><div class=\"row main\"><div class=\"container\"><div class=\"col\"><div class=\"content\"><p>\u201cVamos Lixar o Lixo\u201d is the name of a new public awareness and information campaign on waste management launched by the Portuguese Government and the Portuguese Environment Agency (APA). Backed by a \u20ac5.3 million investment, the initiative will reach people across Portugal through digital media, television, radio and print, with the campaign set to launch this Christmas. <\/p><p>The campaign is scheduled to run for 12 months, with its main bursts taking place during the Christmas period and the summer of 2026, when waste generation typically peaks. In addition to a strong presence across digital and traditional media, particularly local media, the campaign will include roadshows across the country and events in shopping centres. <\/p><p>At the campaign\u2019s signing ceremony on Friday, APA President Jos\u00e9 Pimenta Machado said Portugal is in a \u201cstate of emergency\u201d regarding waste management. Municipal waste generation increased again in 2024, reaching 5.55 million tonnes, a 3.97% rise on the previous year. Each resident generated an average of 517 kg of waste, or around 1.4 kg per day. Landfill continues to be the main destination for waste.    <\/p><p>Nearly 60% of municipal waste still ends up in landfill, well above the EU target of reducing landfill disposal to 10% by 2035. \u201cSeven years of stagnation show that urgent action is needed,\u201d he warned. He stressed that the authorities are \u201cfully committed in the short term\u201d and expressed hope that the campaign would reach and influence people across the country, although it is currently planned to run only in mainland Portugal.  <\/p><p>Meanwhile, Duarte Dur\u00e3o, from communications agency NOSSA, explained that the presentation was only \u201ca teaser\u201d, as work on the campaign is still ongoing. He promised the creation of \u201ca national movement with a powerful message that engages, empowers and mobilises the Portuguese public.\u201d The goal is to \u201cconvert people one by one to this cause\u201d and reduce annual waste generation by 4 kg per person, added Filipe Teot\u00f3nio Pereira, Managing Director of Nova Express\u00e3o.  <\/p><p>\u201cWe managed to reduce landfill disposal by around 4% in 2025, but we need to accelerate the pace if we are to reach the 10% target,\u201d said the Minister for Environment and Energy. \u201cSimply highlighting the problem is not enough,\u201d she added, stressing that the solution depends on everyone\u2019s involvement, with a particular focus on younger generations. \u201cTeaching people how to do it is essential,\u201d she said, adding that the campaign needs \u201cthat spirit\u201d. \u201cThis is perhaps the best campaign this ministry has ever launched,\u201d Maria da Gra\u00e7a Carvalho concluded.   <\/p><p>The campaign\u2019s communications strategy has also been designed to be segmented and tailored to different target audiences, including international tourists.<\/p><\/div><\/div><\/div><\/div><div class=\"row related\"><div class=\"container\"><div class=\"col\"> <\/div><\/div><\/div><\/div><\/div><h6 class=\"singleNewsbodyP\"><a href=\"https:\/\/jornalptgreen.pt\/noticia\/governo-lanca-campanha-para-travar-emergencia-nacional-dos-residuos\/\"><span style=\"color: #008000;\"><em><strong>Originally published in PT Green, 17 October 2025.<\/strong><\/em><\/span><\/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":"<p>Backed by a \u20ac5.3 million investment, the Portuguese Environment Agency (APA) and the Portuguese Government are launching the \u201cVamos Lixar o Lixo\u201d campaign this Christmas to encourage people across Portugal to reduce waste and adopt more sustainable habits. \u201cVamos Lixar o Lixo\u201d is the name of a new public awareness and information campaign on waste [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3185,"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-3186","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 - 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