Nossa is behind the Portuguese Environmental Agency’s (APA) omnichannel summer awareness campaign, which encourages people to sort their waste while on vacation. Featured across television, radio, digital media, print, and outdoor advertising, the ads are part of a media plan developed by Nova Expressão.

“During the holidays, it’s common to hear excuses like ‘It all goes to the same place anyway,’ ‘The bin is too far away,’ or ‘I don’t want the hassle while on vacation.’ This is precisely the obstacle the campaign seeks to overcome, inviting the Portuguese people to leave excuses behind and adopt more responsible habits,” the APA explains in a press release.

The third phase of the ‘Let’s separate the waste” awareness campaign—which features a dedicated website and will run a new wave of activity through December—launches on June 29, just as many Portuguese people are heading off on vacation. The goal is to raise awareness about a problem that intensifies during the hottest months.

“July and August mark the peak period for waste generation in Portugal. Against this backdrop, the APA highlights the urgent need for proper waste sorting—even while on vacation—by promoting responsible behaviors that ensure waste is correctly routed for recycling,” the document states.

The campaign, with PR handled by Corpcom, is being amplified through an awareness initiative touring Portugal over 18 days; this traveling roadshow challenges communities to reflect on the importance of waste sorting.

The initiative includes a display featuring the most common excuses citizens give for not properly sorting their waste; it can be viewed from July 3 to 5 at Praça da República in Braga. Like the campaign itself, the APA roadshow aims to encourage the Portuguese population to make fewer excuses and recycle more.

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