Waste doesn’t take a holiday: APA wants the Portuguese to ‘recycle’ their summer excuses in a new campaign.

The Portuguese Environmental Agency (APA) is stepping up its environmental communication efforts by launching the third phase of the “Let’s separate the waste” campaign—an initiative focusing on one of the most critical periods for waste generation in Portugal this summer. Every year, July and August see a significant spike in the volume of waste produced, driven largely by increased travel, outdoor activities, and holiday habits. It is against this backdrop that the APA aims to highlight the importance of maintaining—or reinforcing—waste-sorting habits.

Developed by the agency Nossa, this new phase of the campaign introduces the concept that, before recycling waste, one must recycle one’s excuses. The APA identifies a set of common summer justifications—ranging from “it all goes to the same place anyway” to the classic “I don’t want the hassle while on vacation”—and turns them into the direct target of its messaging. The core message is that waste sorting doesn’t take a holiday; the impact of these excuses is real, fueling practices that undermine recycling efforts and place greater strain on landfills.

This new campaign phase follows an earlier stage that underscored the urgent need for proper waste sorting—particularly regarding biowaste, as separate collection systems for this type of waste are not yet implemented in all regions of the country. The APA emphasizes that where no specific bin exists for this type of waste, citizens should contact their local municipality directly—a crucial step toward improving information flow and accelerating the adoption of more sustainable practices.

The summer campaign is being rolled out by the agency Nova Expressão across television, radio, digital media, print, and billboards. Concurrently, the APA is touring the country with an 18-day roadshow, bringing awareness-raising activities to various communities. A highlight among the activations is a mural featuring the most common excuses used for failing to sort waste correctly, challenging citizens to reflect on their behavior and adopt more responsible practices.

The “Let’s separate the waste” campaign runs until the end of 2026.

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Braga hosts APA campaign that challenges the public to recycle more during the summer.

From Friday to Sunday, Praça da República in Braga will host an awareness-raising event organized by the Portuguese Environment Agency (APA) focused on the proper sorting of urban waste, as part of the national campaign “Let’s separate the waste”. The initiative is part of a traveling roadshow visiting various districts across the country; it aims to raise awareness about the significant increase in waste generation during the summer and to promote more sustainable practices within communities.

In Braga, the event runs from 9:00 AM to 6:00 PM on Friday, 9:00 AM to 8:00 PM on Saturday, and 11:00 AM to 6:00 PM on Sunday, featuring various interactive activities for all ages. The traveling truck hosts waste-sorting quizzes, sustainable consumption simulators, material reuse workshops, and educational games, all designed to encourage active visitor participation. A key feature of the campaign is the “mural of excuses,” which displays common reasons people give for not sorting their waste, with the goal of encouraging a shift in behavior.

APA notes that summer is traditionally the peak period for urban waste generation in Portugal, emphasizing the importance of maintaining recycling habits even while on vacation or traveling. The campaign reinforces the message that waste production does not decrease during the summer season and that proper sorting is essential to ensure waste is correctly routed for recycling and to minimize environmental impact.

After its stop in Braga, the roadshow will continue to Castelo Branco, Évora, and Portimão through the end of July.

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Start by recycling the excuses

Environmental Agency warns of the urgent need for proper waste separation during the summer

The Portuguese Environmental Agency (APA) issued a warning today regarding the urgent need for proper waste separation during the summer holidays—a time when the highest volume of urban waste is generated, totaling nearly two million tons.

To mark the start of summer, the APA is taking its “Let’s separate the waste” awareness campaign—launched earlier this year—on a tour of six districts across the country. The initiative aims to inform and raise awareness, highlighting that waste generation peaks now, with August being the worst month.

Last year, between June and September, over 1.8 million tons of urban waste were produced; August alone accounted for more than 480,000 tons, the APA noted in a statement released today. With July and August being the most critical months, this new phase of the campaign seeks to emphasize the need for proper waste separation—even while on vacation—and to promote responsible behavior. “During this seasonal period, when families and friends gather at home or while out and about, proper waste separation should not be abandoned; maintaining it helps reduce environmental impact,” APA stressed in the statement.

The new phase of the “Let’s separate the waste” campaign features a traveling truck that serves as a base for initiatives inviting communities to reflect on the importance of waste separation.

“Contrary to common belief, summer is consistently the period of highest waste generation in Portugal. This trend is expected to continue this year. However, it is important to emphasize that waste does not take a break or rest during the summer. Through this initiative, we hope to engage communities in addressing a problem that affects everyone, from the Algarve to the Minho,” said APA’s president José Pimenta Machado, as quoted in the statement.

The roadshow features a quiz on public knowledge regarding proper waste separation, a sustainable consumption simulator that identifies consumer profiles, workshops for creating art from recycled materials, and games. It also includes an “mural of excuses” displaying the reasons often given for failing to separate waste correctly.

The “Let’s separate the waste” campaign runs until the end of the year.

The APA—a public institute within the State’s indirect administration—is the entity responsible for implementing environmental policies in Portugal, with a remit covering monitoring, planning and evaluation, licensing, and enforcement.

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Let’s separate the waste

During this season of union, contribute to selective waste collection.