The campaign is based on a clear observation: we all know someone who doesn’t sort their packaging, and turning a blind eye to this behavior has contributed to Portugal lagging behind the rest of Europe in terms of recycling. The goal is to bring this issue to the forefront of the conversation, challenging habits and encouraging a collective shift in attitude.

Although 477,000 tons of packaging were sent for recycling in 2024—representing a rate of 58.6%—and a rise to around 61% is projected for 2025, the figures still fall short of European targets, set at 65% in the short term and 70% by 2030. In the European context, Portugal remains below average, not due to a lack of waste generation, but because of difficulties in ensuring its proper separation and diversion.

More than a diagnosis, this approach serves as a call to action, emphasizing that meeting the targets depends, to a large extent, on individual behavior. Changing habits is urgent, because continuing to postpone this collective responsibility jeopardizes not only environmental goals but also the future of waste management in the country.