Adagietto launches campaign about solitude and social isolation

Adagietto is the agency behind this year’s Missão Continente’s Christmas campaign, “Luzes com Presença” (Lights with Presence), being responsible for the project’s authorship, implementation and production.

It was with those who feel lonely in mind - whether they are physically isolated or even surrounded by others - and the aggravation of the phenomenon of loneliness and social isolation in Portugal, caused by the pandemic, that Missão Continente launched another social solidarity initiative, in line with its strategic axes of supporting those who need it the most. In partnership with Adagietto, the “Luzes com Presença” campaign was born. Because “we've all recently felt what it's like to be isolated or alone”, the multimedia campaign recalls that, for many, “this has always been, and continues to be, a reality that has great impact on mental health”.

The campaign is featured on television, in stores and online, and reminds us that a small gesture is enough to make a difference in the lives of the many Portuguese who are at risk or in an effective loneliness or isolation state. Using various human frames and silhouettes, the video begins by illustrating the reality of those who live in solitude, but ends with images of Christmas lights that remind us of the magical and solidary spirit of the season. The Christmas lights, as a symbol, are an allusion not only to the importance of bringing this theme to light, which is so pressing today, but also to Missão Continente’s initiative which, in addition to funding intervention projects with communities throughout the country, will turn on festive lights in 20 of the country’s remote locations, in all mainland and islands’ districts, in a symbolic action.

The entire solidarity initiative and its name are inspired by the concept of “presence lights”, an example of something so simple – a small light source – that can be enough to make someone feel more accompanied, comforted. Let them not feel alone.

Nádia Reis, Continente’s Director of Communication and Social Responsibility, says that the goal is “to ensure that, this Christmas, we bring comfort to those who really need to feel a hug, to feel that they have someone to talk to, to feel that they are not alone. The pandemic has had a very significant impact in intensifying loneliness and social isolation for all, and this is a phenomenon with consequences for mental health, which is something that no one should overlook or ignore. We launched this campaign because we believe that no one should be alone and that it is within everyone’s reach to make a difference in the lives of those who may be experiencing a period of greater fragility. Through Missão Continente, we want to reach more people and guarantee a happy Christmas for all Portuguese”.

Giba Barros, Creative Director at Adagietto, adds that “for us, this is one of those amazing projects that fulfils all the criteria of a great campaign. We worked in a true collaborative spirit with Missão Continente’s team in what will probably be the most relevant and awaited social solidarity campaign of this season. We are sure that the “Luzes com Presença” project, due to its emotional aspect and its relevance, will mobilize all Portuguese people. This video is just the start of the campaign we created for Missão Continente. And I won’t say any more..."

Copywriter – João Rosa
Art Director – Joana Mota; Tiago Monte
Client Director – Catarina Campos
Creative Director – Giba Barros
Producer – Inês Pinto
Editor – Cláudio Monteiro
Direction - Adagietto

Until January 6th, 2022, the “Luzes com Presença” campaign runs in all Continente, Continente Modelo, Continente Bom Dia, Continente Online and Meu Super stores, from north to south of the country and islands, through the sale of €1 vouchers. The amount raised will revert in full to finance projects by institutions with national operations – “SOS Voz Amiga” and the Portuguese Red Cross - and more than 9 institutions with local operations* in ​​fighting and preventing Loneliness and Social Isolation.

To contribute, simply purchase one of the €1 solidarity vouchers for sale at Continente, Continente Modelo, Continente Bom Dia, Continente Online and Meu Super stores.

Additionally, it is possible to contribute in the following ways:

  • Bank transfer to the IBAN (Santander) PT50 0018 2392 01073969 020 35 (applicable to SEPA/Immediate bank transfers); NIB (Santander) 0018 2392 01073969 020 35 (applicable to ATM transfers)

  • MBWay through the No. 937 07 07 07

  • Value-added phone call to the No. 761 10 10 10

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