“Together we make the impossible happen” is EGF’s new communication concept for 2026, which challenges the country to turn small gestures into collective impact.
There are goals that seem impossible until everyone starts achieving them. It is from this idea that “Together We Make the Impossible” was born, EGF's new communication concept for 2026, developed in partnership with White Way.
More than a campaign, this concept is a permanent invitation to everyone's participation: citizens, municipalities, partners, companies, schools, and communities. An invitation to recycle more, separate better, and look at small daily gestures as part of a larger mission: building a more sustainable future for the country and the planet.
In a sector undergoing profound transformation, marked by increasingly demanding environmental goals and the need to accelerate the transition to a more circular economy, EGF reinforces its commitment to closer, more positive, and mobilizing communication. Through its 11 dealerships, present from north to south of the country, the company wants to make sustainability clearer, more human, and more present in people's real lives.
The creative concept stems from a simple and powerful paradox: the impossible begins when everyone does their part. Separating packaging, recycling a bottle, placing waste in the correct recycling bin, or participating in an environmental initiative may seem like a small gesture. But when multiplied by thousands of people, this gesture gains scale, generates impact, and brings the country closer to its environmental goals.
“Together We Make the Impossible” values precisely this collective strength. Transformation doesn't depend solely on big decisions. It happens in homes, on the streets, in schools, at events, in companies, and everywhere there's an opportunity to do better. Because every gesture counts. Every person matters. Every participation brings us closer to the future we want to achieve.
Based on positive, participatory, and inspiring communication, the campaign aims to mobilize behaviors and reinforce the shared responsibility of everyone in the recycling system. The message is clear: change begins with each individual, but only gains real scale when it transforms into a collective commitment.
The new communication strategy also reflects EGF's commitment to innovative solutions, community engagement, and proximity, including digital tools, environmental awareness programs, and initiatives that facilitate everyone's participation in the separation and valorization of urban waste.
“This concept embodies what we believe: no one is exempt from this challenge. We are all part of the system and we are all part of the solution. At EGF, we want to communicate in a closer, more positive, and mobilizing way, showing that every gesture counts and that, when each person does their part, we can transform what seems impossible into concrete results for the country and the planet,” says Marta Neves, president of the EGF Executive Committee.
For White Way, developing this campaign also represents a challenge with special significance. “Developing a communication campaign for EGF has a special meaning for us. Beyond the strategic challenge, there is a strong alignment of purpose: communicating the environment, sustainability, and the future. We believe that communication can, and should, generate a positive impact,” says Filipa Montalvão, partner at White Way.
The "Together We Make the Impossible" campaign will be present in different media and formats throughout 2026, bringing a mobilizing message to the whole country: we are all part of the system, we are all part of the solution, and we count on each of you to transform small gestures into collective impact.
About EGF:
EGF is a leading European company in the environmental sector and a leader in waste treatment and recovery in Portugal. Integrated into the MOTA-ENGIL Group, it is responsible for ensuring the treatment and recovery of waste in the most environmentally sound and economically sustainable way, contributing to the improvement of quality of life and the environment.
The management of waste treatment and recovery systems is carried out through 11 concessionary companies (Algar, Amarsul, Ersuc, Resiestrela, Resinorte, Resulima, Suldouro, Valorlis, Valorminho, Valnor, Valorsul), established in partnership with the municipalities served, which process approximately 3.3 million tons of municipal waste annually, serving a population of 6.3 million people distributed across 174 municipalities, in an area equivalent to 60% of the territory in Portugal.
https://www.egf.pt/
About White Way:
White Way® is a Brand Strategy & Creativity Agency that, in partnership with People, Brands and Businesses, overcomes challenges and achieves results. Founded in 2006 with the purpose of creating meaningful brands, communication solutions, and distinctive design, today it boasts collaborations with companies such as The Navigator Company, Secil, JLL, Oneybank, Mota-Engil, Ageas, REN, CUF, Sonae, NOS, among many others.