Creating the largest movement to support communities in Portugal is the objective of the ‘Help lives next door’ campaign, which Missão Continente is carrying out this Christmas, and which runs until January 7th, 2024, in all Continente stores and in the Continente Card app. The campaign, based on proximity, will support three local institutions per store, for a total of 1000 institutions across the country, allowing customers, for the first time, the responsibility for that choice.

‘Help Lives Next Door’ Campaign Images Link

The campaign takes place in all Continente, Continente Modelo, Continente Bom Dia stores, from the north to the south of the country and islands, through the sale of solidarity vouchers worth €1 and €5. Customers may choose which of the three institutions (supported by the store) they want to contribute to, and this support will directly affect their community.

This year, customers can also support, for the first time, through the Continente Card app, choosing, from a total of 1000 local institutions, which ones they want to help. The donation can be made via Continente Pay or using the Continente Card’s balance, making it possible to donate more than the pre-defined amount in the vouchers and not limited to the proximity of the store they visit. This functionality in the app will be available from November 29th.

The institutions chosen by Missão Continente have a connection to the brand, as they benefit from the donation of the stores’ surplus and carry out their work in supporting people in vulnerable situations across the board, from food support to the provision of healthcare to senior people and the development of educational activities with children and young people.

In the year in which Missão Continente celebrates its 20th anniversary, we will extend our support to the largest number of institutions ever. With this Christmas campaign, and over the course of 2 months, we will simultaneously be supporting around 1000 local institutions, which help people and families in vulnerable situations. In addition, as ‘help lives next door’, we will, for the first time, involve our customers in choosing which institutions to support. We believe that with the active participation of our customers, who know their community and the social work of local institutions, we will be even more relevant in a model of proximity and direct intervention. We are very excited and confident about the difference we can keep making in each community,” explains Nádia Reis, Director of Communication and Social Responsibility at Continente.

Missão Continente’s purpose involves daily work for those who need it the most, creating a positive social impact and measuring that same impact towards a fairer and more sustainable future,” states the official.

All information, as well as institutions, can be consulted on the ajudamoraaolado.continente.pt website, as well as on the Continente Card app.

Also as part of Missão Continente’s 20th anniversary celebration and involvement with local communities, 10 ‘Tour por Todos’ solidarity concerts are taking place, featuring Tony Carreira. The amount raised from ticket sales goes entirely towards two great causes: 50% for the ‘Sara Carreira Association’ and 50% for a local support institution. Through the 9 concerts already held, 93 thousand euros were donated.

This year, Missão Continente also presented its 1st Social Impact Report, detailing its involvement with the community in different aspects, from classic philanthropy to social investment. In this report, among other evaluated initiatives, it is possible to understand the impact of the ‘Lights with Presence’ Christmas solidarity campaign in mitigating the senior population’s isolation in various geographies and in reinforcing support for projects that work on mental health.

During the first half of 2023, Missão Continente donated 15.3 million euros in food and non-food products to 1,049 institutions across the country. In food surpluses alone, this support totalled 13.6 million euros, the equivalent of more than 5.5 million saved meals.

Missão Continente represents all of Continente’s social responsibility initiatives, acting on the axes of food, people and planet, thus wanting to contribute to a more sustainable future. It has been 20 years of closeness to the community, of attention to its needs, with the aim of contributing to a more sustainable future.

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