For the second year running, the Altice Portugal group's brand has once again won an award at what has been the most prestigious festival to reward creativity in Portuguese for 25 years, with a campaign that warns of human rights violations, a reflection of the consistent way in which MEO assumes its responsibility as a brand with causes.
The Forgotten Team campaign, the result of a partnership between MEO and Aministia International, was developed through videos, billboards, posters and other advertising platforms, with the creativity of Dentsu Creative, drawing attention to the workers who lost their lives in the construction of the stadiums in Qatar, where the World Cup was held.
"The widespread abuses in the run-up to the Qatar World Cup constitute an obvious disregard for Article 4 (which states that no one may be held in slavery or servitude). And the workers and the families of the workers who died as a result of the violation of their basic rights must not be forgotten," MEO's social media account read.
Under the slogans 'We don't forget human rights' and 'In this World Cup we have to be more human', 'The Forgotten team', which appealed for donations of solidarity - either by telephone or directly on the yellow button on the MEO remote control - won over:
- Grand Prix for Journalists
- Best Advertiser Award
- 2 Diamonds
- Digital Media/New Media;
- Press/Branded Content
- 6 Silver
- Events and Activation/Guerrilla Action;
- Media Innovation;
- Design Environments / Brand Installations;
- Social Events & Livestreams;
- Outdoor;
- Phygital Advertising
- 5 Bronzes
- B2C marketing;
- Public Relations/Reputation and Crisis Management;
- Integrated Multi-media Campaign
- Digital Content
- Integrated Project
Giving a voice to social causes - a winning bet
From year to year, MEO has been at the forefront of social impact actions that alert and mobilize society in favour of causes that cannot go unnoticed. This is how, also in 2022, the brand won 3 golds, 1 silver and 1 bronze at the FCC awards - recognition for the fundraising campaign for Ukraine. 'Breaking Sirens', which was also developed in partnership with Amnesty International, and which made the Portuguese aware of the reality of a people who had seen their country attacked, also won the Gold Lion at the Cannes Lions International Festival of Creativity, in the Media category.
"People are a structural pillar of MEO's operations. We have affirmed this by associating ourselves with an increasing number of social and environmental causes. We did this when we joined hands with the Victim Support Association (APAV) to raise awareness of domestic violence, or when we developed surfboards made from the plastic we all consume, to be used in the World Tour of the sport in Peniche, and to raise awareness of the problem of plastic in the oceans. All the awards we have received in consecutive years can only make us proud that we are successfully fulfilling this mission," says João Epifânio, Chief Sales Officer B2C at Altice Portugal.
This year's achievement of 15 more awards is indicative of the consolidation and success of the Altice Portugal group's commitment to a strategy that prioritizes solid action in line with the social responsibility that the company has and assumes towards society and the world.