During the Christmas season, the accumulation of food waste is heavier than usual—1.3 million tons of food scraps are not properly sorted. The challenge of this campaign, launched by the APA, was to raise public awareness about this issue.
At Christmas, we do everything to be with those we love most. At the same time, we want to stay away from the waste we produce. But we continue to accumulate, waste, and send everything to landfills. Hence the message: "in the season of unity, separate your waste." This led us to imagine a typical Christmas family dinner that ends in the middle of a landfill.
Alongside the message broadcast on television, we created a 6-meter Christmas tree made of trash, and at Cascais Xmas Village we opened a Trash Shop, where we invited visitors to exchange their trash for gifts.
The campaign reached millions of people, but more importantly, we entered their daily lives, at a time full of demands.
The way we illustrated the importance of each individual in waste production and its proper separation leads the population, starting with Joana Marques, to take an active role in reducing waste in landfills.
During the activation at Cascais Xmas Village, where we had the giant trash tree and the Trash Shop, we received many visitors who shared their experience on social media, and we also managed to collect more than 250kg of trash.
Raising awareness about the problem of waste accumulation in landfills received extensive journalistic coverage on television and in the press.
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