Amnesty International partnered with MEO, Portugal’s largest media operator, to interrupt their radio ads with an air raid siren. When a siren broke in a Ukrainian city a siren broke in MEO stores in real time. The siren also interrupted TV and cinema ads all over the country. And even on World Cup Qualifiers Final Match Portugal vs North Macedonia.

While we were watching the war 24/7 on our screens, in between videos, shows and ads, it became just another common topic. We wanted to interrupt this daily routine, by putting the Portuguese into the shoes of the Ukrainians, even if just for a few seconds.

Here our daily routine will continue in just a few moments.

But not in Ukraine.

Donate 0.5% of your tax return to fiscal number: 501 223 738

Amnesty International and MEO.

Together for peace.

As the Russian invasion interrupted the lives in Ukraine, creating millions of refugees, tax donation campaigns were starting in Portugal where every year, people can choose an NGO to donate 0,5% of their tax returns with no costs.

According to "Media & Advertising Global Report 2021" study by the Marktest Group, Portuguese are listening more and more radio and for longer. The consumption of radio in Portugal grew from an audience accumulated from 55.8% to 59.3%. The average time spent listening to radio increased from 6 minutes a day, to an incredible average of 3 hours and 10 minutes.

Radio was a crucial media to spread the message nationwide. We interrupted MEO radio ads with the sound of an air raid siren, as well TV and cinema ads, the siren also broke in MEO stores and World Cup Qualifiers Final Match Portugal vs North Macedonia.

The sound of the air raid siren was specifically designed and edited to abruptly interrupt the voice over of MEO radio ads. After a few seconds with the air raid siren being heard, the Amnesty International voice over came on, calling on the Portuguese people to choose helping the victims of Ukrainian War, donating 0,5% of their IRS. Only after this unexpected interruption the radio ad resumed.