The Portuguese Environmental Agency has launched the third phase of a campaign aimed at raising awareness among the Portuguese people about the importance of waste sorting. The initiative covers six cities, starting in Coimbra. For this segment, the Now team visited the APA’s site and interviewed Ana Cristina Carrola, a member of the APA’s Board of Directors.
On the day of the Portuguese national soccer team’s debut at the 2026 World Cup, CMTV set out to learn about fans’ waste-sorting habits. On a day when emotions can run high, we need to be particularly mindful of the waste we generate.
Coimbra will be the first stop for the Portuguese Environmental Agency’s (APA) new awareness campaign. From today (the 19th) through Sunday (the 21st), Praça da República will host the traveling “Roadshow” truck, inviting the local community to reflect on the importance of sorting the waste generated in their homes.
“The ‘Roadshow’s’ sustainable trailer features a quiz testing the public’s knowledge on proper waste sorting, a sustainable consumption simulator that identifies consumer profiles, workshops for creating art from recycled materials, and various games for the whole family, among other activities,” APA explains.
Additionally, the truck is accompanied by a mural that, at each stop, will collect the excuses citizens give for not sorting their waste correctly. The “mural of excuses” aims to “challenge the public to make fewer excuses and recycle more,” the agency notes.
With this initiative, the “Let’s separate the waste” campaign seeks to raise awareness about the time of year when urban waste production spikes: summer. “In 2025, between June and September, over 1.8 million tons of urban waste were produced; in August alone, Portugal generated more than 480,000 tons,” the APA states, highlighting that “July and August are the most critical months in the country, with August seeing the highest volume of waste production.”
Given this situation, the agency urges people to properly sort their trash during the summer holidays, “promoting responsible behaviors that ensure waste is correctly routed for recycling.” According to the APA, maintaining proper waste sorting habits is essential for reducing environmental impact.
“Contrary to common belief, summer is typically 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,” highlights José Pimenta Machado, President of the APA. He adds, “With this initiative, we hope to engage communities in a problem that concerns everyone, from the Algarve to the Minho.”
Starting in Coimbra, the roadshow will also stop in five other districts across the country: Aveiro (June 26–28), Braga (July 3–5), Castelo Branco (July 10–12), Évora (July 17–19), and Portimão (July 24–26). The “Let’s separate the waste” campaign will continue until the end of 2026.
Sílvia Ricardo, Director of the Waste Department at the Portuguese Environmental Agency, appeared on CMTV’s Olá Bom Dia program to clarify details regarding the “Let’s separate the waste” roadshow, an information and awareness-raising initiative that will tour six districts across the country.
The roadshow features a quiz to test public knowledge on proper waste sorting, a sustainable consumption simulator that identifies consumer profiles, workshops for creating art from recycled materials, and games. Admission is free, and visitors can receive various giveaways.
APA (Portuguese Environmental Agency) is marking the summer season with a communication campaign that will tour six districts across the country, including Castelo Branco.
Data for 2025 reveals that over 1.8 million tons of urban waste were generated between June and September, with Portugal producing more than 480,000 tons in August alone. The latest phase of the “Let’s separate the waste” campaign aims to raise awareness about the time of year when waste generation spikes; July and August are the most critical months in this regard, with August seeing the highest volume of waste produced.
Against this backdrop, APA highlights the urgent need for proper waste sorting during the summer holidays, encouraging responsible behaviors that ensure waste is correctly routed for recycling. During this season, when families and friends gather—whether at home or while out and about—proper waste sorting practices should not be abandoned, in order to minimize environmental impact.
APA’s summer awareness initiative features a traveling truck that invites communities to reflect on the importance of waste sorting. The stop in Castelo Branco is scheduled for July 10–12.
Portuguese Environmental Agency (APA) is marking the start of summer with a communication, awareness-raising, and information campaign aimed at combating excessive waste generation in Portugal; the initiative will travel across six districts of the country, from Braga to Portimão.
Between June and September, over 1.8 million tons of municipal waste were generated, with Portugal producing more than 480,000 tons in August alone. The latest phase of the “Let’s separate the waste” campaign aims to raise awareness about the time of year when waste generation spikes, as July and August represent the most critical period in Portugal—with August seeing the highest volume of waste produced.
Against this backdrop, the APA highlights the urgent need for proper waste sorting during the summer holiday season, encouraging responsible behaviors that ensure waste is correctly routed for recycling. During this seasonal period, when families and friends gather—whether at home or while out and about—proper waste sorting must not be neglected, in order to minimize environmental impact.
APA’s summer awareness initiative features a traveling truck—a “roadshow”—that invites communities to reflect on the importance of waste sorting. The campaign will run for 18 days and visit the cities of Coimbra, Aveiro, Braga, Castelo Branco, Évora, and Portimão.
“Contrary to common belief, summer is typically 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. With this initiative, we hope to engage communities in a problem that concerns everyone, from the Algarve to the Minho,” notes José Pimenta Machado, APA’s President.
The sustainable “Roadshow” trailer features a quiz testing public knowledge on proper waste sorting, a sustainable consumption simulator that identifies consumer profiles, workshops for creating art from recycled materials, and various games for the whole family, among other activities.
The “Roadshow” also features a mural that—at every stop—collects the excuses people give for not sorting their waste correctly: the “mural of excuses.” This thought-provoking mural aims to challenge the public to make fewer excuses and recycle more.
Roadshow stops:
June 19–21 – Coimbra (Praça da República)
June 26–28 – Aveiro
July 3–5 – Braga
July 10–12 – Castelo Branco
July 17–19 – Évora July
24–26 – Portimão
The event takes place in all the listed cities on Friday (9:00 AM–6:00 PM), Saturday (9:00 AM–8:00 PM), and Sunday (11:00 AM–6:00 PM). The “Let’s separate the waste” campaign runs until the end of 2026.
