The Portuguese Environmental Agency (APA) has launched the third phase of its waste-related communication, awareness, and information campaign, “Let’s separate the waste”, this time focusing on the summer—the time of year when waste generation in Portugal sees the sharpest increase.

The new campaign highlights July and August as the most critical months for waste generation and encourages the Portuguese people to continue sorting waste for recycling while on vacation. Centered on the concept “Start by recycling your excuses,” the campaign—developed by the agency NOSSA—challenges citizens to move past common arguments used to avoid proper waste sorting, such as “it all goes to the same place,” “the bin is too far away,” or “I don’t want the hassle while on vacation.”

Through this initiative, APA aims to raise public awareness about the importance of adopting more responsible behaviors during the summer, ensuring that waste is properly routed for recycling. The previous phase of the campaign highlighted the impact of improper waste sorting on landfill capacity in Portugal, with a specific focus on separating bio-waste. However, APA notes that not all regions have implemented bio-waste collection systems and encourages citizens to contact the relevant authorities. “If your area doesn’t have a bio-waste bin, talk to your municipality,” the campaign advises.

The campaign’s message is being disseminated by the agency Nova Expressão across television, radio, digital media, print, and billboards.

In parallel, APA is running a traveling roadshow that will tour Portugal over 18 days, inviting communities to reflect on the importance of waste sorting. Planned activities include a mural displaying the most common excuses for not sorting waste correctly, challenging the public to make fewer excuses and recycle more.

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

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