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.

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Amnesty International and MEO.

Together for peace.

For the first time in its history, MEO shifted the way they program media buying, redirecting the existing media budget for radio, cinema and TV ads that were no longer on air, airing them back to interrupt them with an air raid siren. A disruptive partnership between a small organization with limited resources (Amnesty International) and a giant media operator with coverage all over the country (MEO).