According to the WHO, 1 in every 7 young people in the world today suffer from some kind of mental health disorder. With the Pandemic, the proportion of young people (15-24) with symptoms of depression has increased to be, at least, 50% higher than that of the rest of the population.

In a year in which Mental Health (and even more Youth Mental Health) was in the order of the day, Vodafone wanted to give voice to an issue that should concern everyone contributing to eliminate the stigma associated with it and opening up the possibility for a better tomorrow.

Vodafone Portugal wanted to reinforce the emotional connection with its customers and prospects during Christmas, demonstrating the brand´s role in society and generating awareness and engagement around the issue in Social Media, excelling 2021 Christmas Campaign results.

Share what you're feeling is the motto of Vodafone's Christmas campaign.

This film talks about this first step. On Christmas Day we follow the journey of a young man who is visually lost in his feelings. Far from his family, he arrives at a cliff. Suddenly a smartphone ring interrupts his thoughts.

Far away a smartphone rings. Our young man follows the sound and answers the phone. It's from a girl who lost it. She asks for his help to return the phone. The young man decides to help her and goes to return the cell phone. Along the way, he ends up being helped. The conversation was the motivation he lacked to gain courage and return home. The desperate family on Christmas night welcomes their son with open arms. Now, ready to take the first step and share how you feel.

The campaign had an incredible impact on social media and the film became viral. In the first 39 hours the campaign reached 4,7 million video views (YT, FB, Instagram) a remarkable result in a country with 8,3 million internet users. Only on Instagram 4,2 million video views were reached during that period (93% of them organic!). Adding to this, it was the first time a campaign became Trend Topic on Twitter in Portugal. According to a Campaign Study TV & Digital (GFK), the campaign was also the best Vodafone Campaign in terms of recognition and likability, with less 40% GRP´s than the competition. The performance of the indicator “Brand cares about peoples´lives” reached maximum historical value, reinforcing the role of the brand in society.

Last but not the least, in march 2023, Government announced specific measures to improve Youth Mental Health, launching a new national plan to support college students.