Tratolixo launched, with its four municipalities (Cascais, Mafra, Oeiras and Sintra) and with the support of Sociedade Ponto Verde, the campaign “Não fiques vidrado. Vidro é no verde” to increase the separation of glass packaging and its disposal in the glass container. The campaign has been on air since September and runs until December, in outdoor billboards, signage, fleet, printed materials, ATM, social networks, website and online ads, to which are added actions in schools, visits, events and challenges to the population.
The starting point is the numbers. According to national data cited by Tratolixo, glass recycling in Portugal fell 1% in 2025 from the previous year, to 212,693 tonnes sent for recycling. The company also identifies a gap between the intention citizens express and what they actually do. “We opted for a provocative, creative concept, simple and easy to memorize, that challenges the inertia and forgetfulness associated with proper separation,” explains Nuno Soares, Tratolixo’s CEO, for whom the expression “to be glued” functions as a warning and reinforces the idea that “every bottle counts.”
The campaign is co-financed by Sociedade Ponto Verde through the Rede Recicla+ program. “In the face of the urgent need to increase the collection rate of this material, initiatives like ‘Não fiques vidrado. Vidro é no verde’ are essential to mobilize citizens and transform intention into action,” says Ana Trigo Morais, CEO of Sociedade Ponto Verde. The strategy rests on direct and well-humored messages, in communication that is understood in a few seconds, in community participation, and in showing the real impact of not separating.
Environmental awareness is one of Tratolixo’s priorities, which in the first half of 2026 registered an increase of about 41% in environmental education actions with schools and at events. The campaign is signed by GCIMEDIA Group.
