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.

Amnesty International’s purpose is to undertake research and action focused on preventing and ending grave abuses of Human Rights, like those who are being violated with the Russian’s invasion of Ukraine. In Portugal, every year, people can choose an NGO to donate 0,5% of their tax returns. And as a non-profit organization that only survives with the help of patrons and people’s donations, Amnesty International needed the Portuguese to choose helping the victims of this war.