Supporting the Community
initiatives
The brand that most supported the Portuguese
According to a BrandsCore study, release by Scopen, Continente was the brand that most contributed to support the Portuguese in the context of the crisis originated by Covid-19, during the first months of the pandemic. With this top-of-mind nomination from 1,4 million people, Continente was recognised for its relevance and contribution given to society.
The support to the community was provided through Missão Continente, which responded to countless requests from many sectors of society.
Covid-19 supports
Different years call for exceptional efforts. More than ever, in 2020 Missão Continente was there for the Portuguese and generated extraordinary mobilisation around great solidarity campaigns. All to help thousands of people and families who saw their situation worsen with the pandemic.
“Nunca Desistir" (Never Give Up)
The first major initiative promoted by Missão Continente and the LAPS Foundation to help raising funds and feed thousands of families weakened by the pandemic. Bringing together several public figures and receiving strong support from the rest of the country, the campaign translated into a wave of solidarity.
donated by Missão Continente
Food Emergency Network
Portuguese Red Cross
“Todos Por Todos” (All For All)
The greatest solidarity campaign in living memory in Portugal. Missão Continente not only donated food products but, in partnership with LAPS Foundation, TVI and the Portuguese Football Federation, also mobilised more than 370,000 customers to deliver donations to the Portuguese Red Cross, the Food Emergency Network and the Audiovisual Union:
Other supports in the pandemic context
Throughout the year, Missão Continente joined forces with other entities and initiatives to support those who needed it most.
Food partnership
for the “Unidos por Portugal” campaign
of the Portuguese Football Federation and SIC Esperança
334 social institutions supported
Association with the Secretariat of State for Citizenship and Equality
in a prevention campaign against domestic violence and human trafficking
Donation of food and personal hygiene goods to 50 care facilitie
for victims of domestic violence
Support to 28 hospital entities and their health professionals
donation of thousands of food goods, hygiene and personal protective equipment
Meals prepared by Chefs
with ingredients donated by Missão Continente, for health professionals and intensive care units
Social support to homeless people, senior citizens, nursing homes residents and over 150 entities
(City Councils, Civil Protection, Firefighters, Institutions, etc)
Collection of goods and voucher campaigns
Donating essential goods to those in need remains on top of our priorities. Missão Continente continues to actively support fundraising campaigns, joining forces with social solidarity institutions and providing logistical support, communication capacity and store space to amplify results.
raised for the Food Bank Against Hunger
raised for Animalife
Daily surplus donations
Hundreds of social solidarity institutions and animal well-being associations are directly supported by the Continente stores through food surplus donation. For various reasons, these goods lost their commercial value and cannot be sold anymore. However, they’re good to be consumed and can be given to institutions. This is not only one of the most efficient ways to fight food waste, it’s also a valuable support for those in need.
In 2020, Missão Continente supported a total of 1,170 entities with food surpluses from its stores and warehouses worth 10,9 M€:
supported with €9 M
supported with €1,9 M
Other supports to the community
Intending to take part in social transformation, Missão Continente develops partnerships with entities that act in the community, supporting initiatives and local projects that attend to different needs.
Local support
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267 local initiatives supported with over
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380,000 €
Solidarity bags
Missão Continente developed a solidarity shopping bag to help social institutions and / or animal well-being associations.
The 1st edition of the solidarity bag allowed us to raise €30,000 which were delivered to the Portuguese Association of Voluntary Firefighters (APBV). They were at the forefront of the fight against Covid-19 while working all year round to serve the population. The amount was used to buy Automated External Defibrillators (AED).
Solidarity Tales
Through the sale of 15 classical Disney tales, Missão Continente and Leya donated 50,000€ to Operação Nariz Vermelho, which works with paediatric services in Portuguese hospitals.
The goal with these stories, preferred by most children, is to create an environment of comfort and inspiration, generating more smiles in paediatric services during Doctor Clowns’ visits (temporarily away in 2020 due to Covid-19, but present through TV ONV channel).
The “Solidarity Tales” are a simple and sympathetic way to help and, at the same time, a chance to learn some of Disney’s more beautiful stories.
