Power to the Packaging

Join the United Packaging Movement

Faced with the national goal of achieving 70% recycling of packaging by 2030, Novo Verde has launched an awareness campaign, mixing humour and social satire to mobilise civil society: the Movimento das Embalagens Unidas (MEU) or United Packaging Movement.

As of December 2025, annual data from the Integrated Packaging Waste Management System (SIGRE) indicates that, despite an overall increase of 2.2% in selective collection, glass recycling decreased by 0.6%.

This slow pace calls into question the achievement of the national target of 70% recycling of packaging by 2030, which stood at 59% in 2024.

Campaign Concept

To capture the public’s attention, this campaign uses personification and humour to tell the story from the packaging’s perspective.

The narrative symbolically shows the ‘revolt’ of the packaging against the incorrect disposal of waste, and how the packaging organises itself to demand the right to a second life through recycling. This culminates in the packaging creating its own ‘social movement’.

The initiative gives packaging an important active role, allowing it to fight for a second life in the circular economy.

“Meeting recycling targets is a shared responsibility, and innovating in the way we communicate is key to involving all citizens in this mission,” says Pedro Simões, Managing Director of Novo Verde.

“With the United Packaging Movement, we want to turn recycling into a cause that people identify with emotionally. We believe that by giving packaging a voice, we are reinforcing the urgency and importance of each individual gesture for the well-being of our planet and our circular economy.”

Communication Strategy

One of the pillars of this digital campaign is the approach to influencer marketing, which helps captivate the audience and show that recycling can be fun and necessary.

Influencers create a cohesive and entertaining narrative, exploring various communication techniques. This strategy transforms the participation of public figures into a fundamental part of the narrative.

The interaction between influencers and packaging transforms an act of civic responsibility into an existential drama and a social cause, capturing the public’s attention in an unusual and effective way.

This campaign can be followed on Novo Verde’s Instagram, Facebook and LinkedIn pages.