MEO embraces five social inclusion causes in an exciting Christmas campaign

MEO, Altice Portugal's consumer brand, surprises once again with its latest Christmas campaign, presented first-hand at the inauguration of the renovated MEO store in Porto.

The campaign presented today continues the movement started by the brand in 2018 to "humanize" society through technology and its intervention as a brand, which closely monitors the sources of greatest social and environmental tension and disruption in Portugal and has sought to position itself as an active player in issues aligned with its purpose.

Thus was born a campaign that goes beyond the usual narrative fiction of the Christmas season and where the narratives are based on true stories told in the first person, in a campaign of causes, which it signs in partnership with the Altice Foundation. Based on the slogan "Humanize yourself", this campaign brings five real protagonists from five spheres of society to the Christmas table for one cause: social inclusion. These are five inspiring lives of five people who will somehow have their First Christmas this year.

An example of this is Viviane, a refugee from the Ivory Coast who has been living in Portugal for a few months, where she has found her home, after crossing the Mediterranean Sea left to her own devices and with a child on her lap, whose unbelievable story will raise awareness of the refugee issue.

Pilar, with Trisomy 21, who started working at the age of 26 and gained her independence. A story that alerts us to the difficulties of inclusion in the job market.

Ester, a Mexican teenager adopted at the age of nine by a Portuguese couple who had also adopted her brother. Another heart-warming story of adoption and an example, unfortunately rare, of this happening with older children and joining biological relatives like these two brothers.

Francisco, representing the seniors' community, is an inspiring example of someone who has taken advantage of his retirement to dedicate himself to triathlon, completing the Iron Man race held this year in Cascais for the first time at the age of 67. Francisco's example shows that in the second half of life many challenges can also be achieved.

And finally, Benedita, a transgender woman who has completed her transition process and is now a full woman, in a moving story between prejudice and acceptance.

The campaign also features Carolina Deslandes, MEO's ambassador for causes, who voices the soundtrack for the various films, performing P!nk's "A Million Dreams".

Created by Agência Partners and directed by the award-winning Pedro Varela, MEO's new multi-media campaign kicks off with a generic film created in a single take, bringing all the protagonists together at the table for the first time, as they got to know each other right then and there. This film is joined by five others that start from that Christmas dinner and delve into images of the emotional story of each of the protagonists, culminating in a documentary with everyone's complete story, which premieres on December 1 on MEO channel 79 and at meo.pt/natal.

MEO's new campaign promises to make everyone's heart beat and, above all, to raise awareness, change mentalities and bring more humanity to people. Not just at Christmas, but for life.

MEO is thus reinforcing its position as a brand for causes, joining the public debate and making a clear commitment to society. There are several causes that MEO has already embraced - domestic violence, environmental conservation, and the fight against plastic in the oceans - and to which the stories of these five people are now added, in a realization of the spirit of humanization carried out by MEO. The new campaign promises to bring together emotion and appeal to what is most characteristic of us as human beings, inviting the public to join the brand for a common cause, that of social inclusion.

The launch of this Christmas campaign takes place on the same day that MEO inaugurates its latest store in its own name, the largest and most iconic MEO store in the country, with a privileged location in the heart of the city of Porto, at the Rotunda da Boavista. The 450 m² store is spread over two floors and MEO is putting its Proximity concept into practice by using a space without any service desks separating the customer from the staff, promoting a closer, more human service and a better customer experience.

Its privileged location in the center of Porto and the fact that it is the largest MEO store in the entire network are joined by three other differentiating elements:

Altice Empresas Space: exclusively dedicated to serving business customers, in this space customers will be able to find solutions tailored to their company.

Pop-up store: This is a new multifunctional space designed to present new areas or product lines from Altice Portugal's brands. To debut the space, MOCHE will present its clothing and accessories line, marked by the brand's youthfulness, boldness and irreverence.

Relaxing Space: This new space aims to promote a unique experience for customers visiting the MEO Store, offering a privileged view of the city of Porto and the possibility of enjoying a MEO coffee.

The new MEO store is also characterized by a strong technological component, with a sensory experience based on a smart home, smart living and connectivity environment, where the 5G network will play a central role in providing innovative equipment, products and services.

This new space at the Rotunda da Boavista is part of MEO's commitment to renewing its network of more than 200 stores across the country. Despite the difficult period for physical retail in Portugal, Altice

Portugal has once again bucked the trend by bringing a store to the city of Porto with customer service staffed six days a week by 26 specialized professionals.

As fundamental characteristics of MEO's operations, technology and humanization have once again come together in an avant-garde space in the center of Porto, offering customers a new service experience and privileged contact with the products and services featured in MEO's portfolio.