Gender Equality is one of the pillars of Sonae MC's Diversity and Inclusion Policy. Knowing that, we took advantage of the buzz that the Sofagate incident caused around the world and created an action that, besides raising awareness, was aimed ar generating real feedback to fight inequality.

We had no brief nor objectives, because we proactively presented this idea after watching the situation on real time, but we thought this could be a great way of communicating the brand's purpose on an organic way.

We changed the name of the most iconic armchair of Continente's decoration brand - KASA - to Ursula Armchair, in honour of President Ursula Von Der Leyen. For every Ursula Armchair sold, Missão Continente donated 10 euros to the Portuguese Platform for Women's Rights.

We really focused on Continente's target audience: women between ages of 25 and 50, who balance their family and work-lives. Our approach was very similar to the commercial one Continente always does: we changed the name of the product and shared it on our own media: newsletters and social media posts.

First we changed the name of the product on the company's website.

Then, we added a description saying that for each chair sold, Continente would donate 10 euros to a Women's Rights ONG.

Then we shared it on our own media; newsletters and social media posts. Continente has the biggest loyalty card in Portugal, with more than 1 million users, so they were all impacted by our communication, without spending money.

In a single month, 363 chairs were sold, generating a total of 3630€ donated to the Portuguese Platform for Women's Rights, and the initiative won the prize for Best Advertising Campaign in a Portuguese Humans Rights Awards.

Continente was seen as a brand that cares for Gender Equality, reflecting its holding's mission.