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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