en.Wedoany.com Reported - The Portuguese Green Dot Association (Sociedade Ponto Verde, SPV) today launched an artificial intelligence virtual assistant named ELO to answer citizens' questions about packaging recycling. The tool aims to address the country's current recycling performance, which has yet to meet targets.
According to a statement from the Green Dot Association, the chatbot has been integrated into the "We Will Reach the Goal" campaign to bridge behavioral gaps. Data shows that 7 out of 10 Portuguese people sort packaging, but only 1 does so correctly, indicating that citizens still have doubts when handling waste.
The virtual assistant's name, ELO, is derived from the letters and colors used in Portuguese recycling sorting, corresponding to green, blue, and yellow. Developed by the Green Dot Association in partnership with technology company WayNext, the tool is now available on the association's website and its Android and iOS applications.
Ricardo Sacoto Lagoa, Director of Marketing, Communication, and Dissemination at the Green Dot Association, stated in a press release that the launch of ELO reflects the organization's ongoing commitment to providing innovative solutions that help citizens recycle packaging better and more frequently.
The launch of this new digital tool comes as Portugal has yet to meet its established environmental targets. By the end of 2025, the country's recycling rate stood at 60.5%, below the national target of 65% for recycling all packaging on the market. The 65% target will remain in place until 2029, with an expected increase to 70% by 2030.
Celebrating its 30th anniversary, the Green Dot Association—a private non-profit organization serving approximately 8,000 clients—revealed that it has invested around 63.6 million euros in communication, education, and awareness campaigns throughout its history.
The promotion of the new virtual assistant will be carried out through an integrated communication strategy encompassing television, radio, digital, press, and outdoor advertising. The creative work is handled by Fuel advertising agency, production by Grumpy Panda, content by Casota Collective, media planning by Arena Media, and media relations by LPM. The strategy also includes three digital short films focusing on how to correctly choose recycling bins in daily life, as well as a special activation activity inspired by the FIFA World Cup, which will invite former referee Pedro Henriques to participate, drawing an analogy with the VAR function in football to illustrate ELO's role in resolving recycling doubts.
