“Menos 1 Lixo” is an initiative for responsible consumption that encourages waste reduction, mainly plastic. The idea is to convince people to be a part of the solution by performing simple actions, like using reusable cups instead of disposable plastic ones. To engage people with the cause, we ran our ad in Rio de Janeiro newspapers, during the Environment National Week. The ads ignited conversations about the problem and the proposed solutions, at the time people were more open to the topic.