Supporting community
Together for those
who need it most
We are one, we are all. We are those who come to us every day, the institutions we help, and the animals we save. We are the helping hand that embraces in a moment of loneliness, that shines a light of hope when everything seems less bright. We increasingly want to be a social investor, to have an innovative, pioneering, and intervening role in the business world. Therefore, every year we develop countless initiatives to support the community, where we apply the best practices and count on partners and thousands of Portuguese people at national and local levels. To all of them, our sincere gratitude.
We are a social investor
Throughout its history, Missão Continente has acted in an innovative and pioneering way, evolving its strategy to build a sustainable future.
We are focused on maximising our role in supporting emergency food supplies and responding swiftly to social emergencies that affect people and the planet, such as the scourge of fires or health situations such as pandemics. The Portuguese know that they can count on us!
And Missão Continente does not and cannot stop there. We challenge
As a social investor, Missão Continente reinforces its transformational role to generate positive and measurable social impact in the projects it funds. It is an active promoter of broad and lasting change in the communities where it operates to create sustainable economic, social and environmental value, working closely with partners such as Portugal Inovação Social, Casa do Impacto, EVPA and Sair da Casca.
In 2021, we were social investors in the following projects:
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PÊLOS DOIS | DTC SOCIAL - Rehabilitation activities for inmates with animals and reintegration of animals into families
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SER MULHER | MUNDO A SORRIR - To contribute to the physical and psychological improvement of 50 women victims of domestic violence through psychosocial support and oral rehabilitation.
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MUM_ON_CV | VIDA NORTE - - Project to train and promote the professional integration of pregnant women and new mothers through the promotion of skills and the implementation of Inclusion and Gender Equality values
Luzes com presença
Together we lit up this cause
At Christmas 2021, we wanted to inspire small gestures in favour of fighting loneliness and social isolation..
Missão Continente's largest-ever campaign, “Luzes com Presença” (“Lights with presence”), ended with a total of 1 million 200 thousand euros raised. The amount reverted to fund 11 institutions operating nationally and locally, with projects to fight loneliness and concrete actions such as specialized emotional support by phone, support for digital inclusion, complementary health care, plastic and musical expression sessions, pets, home visits and support in carrying out daily tasks, among other activities and forms of specialized help to those most in need.
We knew it was an ambitious goal because it is a less visible and still unknown topic for many. But we challenged ourselves, always believing in the generosity of the Portuguese people and in the trust, they have in Missão Continente's ability to develop initiatives and support projects that have a very relevant social and local impact. We thank all those who contributed to this solidarity campaign, which allowed us to support the projects with 1.2 million euros.
Nádia Reis, Continente's Communication and Social Responsibility DirectorIn addition to the amount raised through in-store vouchers, a further €68,586 were donated by Missão Continente, plus the contribution of €10,000 from Santander and the Portuguese Football Federation, as well as €52,952 donated through calls with added value and bank transfers.
The donation will be distributed among the institutions according to their scope and effort.
Missão Continente will provide this support for a more extended period (2 years) to ensure greater sustainability of the organisations in the medium and long term.
The “Luzes com Presença” campaign was supported by the GNR, PSP, Escola Nacional de Saúde Pública and, as partners, TVI, the Portuguese Football Federation, Entrajuda and Santander bank.
Supported institutions:
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ACASO - Associação Cultural e Apoio Social de Olhão | Olhão
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Aldeias Humanitar | Sernancelhe
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Associação Coração Amarelo | Porto de Mós
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Associação Mais Proximidade | Lisboa
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Centro Social Nossa Sr.ª do Extremo | Vila Pouca de Aguiar
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CRESAÇOR | Açores, São Miguel
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Cruz Vermelha Portuguesa - Teleassistência | Nacional
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DTC Social | Região Norte
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Espaço T - Associação para o apoio à integração social e comunitária - Arte ao Domicílio | Porto
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SOS Voz Amiga | Nacional
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Viver de Afetos - Associação de Desenvolvimento Comunitário Câmara de Lobos Viva | Madeira
Missão Continente Heroes
Heroes are everywhere. They are ordinary citizens engaged and active in the local community. In 2021, we went looking for them. Those who, with small actions, make an impact on everyone's daily lives.
We found them right away within our organisation. We know that this was only the first step toward a movement that will show the Heroes that live in every home, in every neighbourhood, in every community in Portugal.
We want to make the small, big
What is the Missão Continente Heroes?
An organic movement
The Missão Continente Heroes initiative aims to mobilise people to adopt better habits, act in their communities and generate more participation, creating a natural and organic movement of good deeds.
where we all become heroes
Missão Continente Heroes are ordinary people who manage to generate a positive impact on their lives, on others and on the planet through small gestures and good deeds. With this initiative, we want to encourage members of each community to contribute by taking responsibility and local action.
taking on missions that are close to our hearts
Anyone can participate. Just access the Mission Continente website, register, and select one of the available missions, as simple as cooking a healthy meal, sorting waste at home or helping a more vulnerable neighbour.
for a better future
The aim is to share experiences to inspire others to join this great national movement and thus form a more caring, concerned, and sustainable society.
2021: Heroes in numbers
2.177
participating heroes
13
missions launched
Meet our Heroes
Discover Eugenia, Luís, Helena, Rita, Ana Claudia and Cristina's stories.
Stores surplus food donation
In 2021, Missão Continente reused the equivalent of 21.4 million euros of food products by redistributing store surpluses. Around 19.2 million euros in food surpluses were donated to a set of 1,448 institutions all over the country. Donations from Continente stores, which occur during the year all over the country, increased by 39.1% and reached 370 more institutions than in 2020.
17,4 M€
allocated to 1,078 charitable institutions
1,7 M€
delivered to 370 animal welfare associations
Donated items are considered surplus when they lose their commercial character but preserve all the necessary conditions for safe consumption, avoiding food waste in a circular economy logic. These include fresh products such as fruit, groceries and bakery items, among other food items.
Goods collection and voucher campaigns
Missão Continente supports charitable institutions and animal welfare associations in local and national campaigns to collect goods.
We are committed to supporting campaigns to collect essential items carried out by charitable institutions locally and nationally. And we never forget that the generosity of our customers has been fundamental in improving the lives of many. We believe that together we will go further.
How do we support this cause? By making available the physical space in our shops and contributing with logistic and communication support, thus amplifying the success of the institutions' results.
Covid-19 support
In 2021, Missão Continente was at the side of the Portuguese people, providing an immediate response to the most vulnerable and those on the frontline in the fight against the pandemic.
It counted on an extraordinary mobilisation around great solidarity campaigns to help thousands of people and families who saw their situation worsened by the pandemic.
Unidade Hospital Casa dos Atletas FPF
25.000 food units donated for users and work teamsSUCH - Serviço de Utilização Comum dos Hospitais
200 kg + 50 blankets donated to health professionals, security forces and patientsOrdem dos Enfermeiros
8.000 food and personal care and hygiene units
“Safe families - Caring for the ones who care”
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Funding of 2,700 tests, equivalent to 40 families;
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Partnership Science Testing Centre (CT Ciências), Faculty of Sciences of the Univ. of Lisbon (Sciences ULisboa), National Association of Informal Carers (ANCI);
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Epidemiological surveillance programme, regular and free of charge for Informal Carers, Cared People and family members living together directly.
“Food Trucks Are Safe” do Chef Chakall
Food donation for the preparation and distribution of 8,000 meals to health professionals in nine hospitals.
#TODOSJUNTOS (#ALLTOGETHER)
- 50 tonnes of food donated by Missão Continente through the Food Emergency Network;
- 450 thousand people in vulnerable situations supported.
Several supports
- 400 kg of food products donated to the "Turn the Page" of the Rotary Club Braga Norte;
- More than 10,000 baskets of food products donated to Re-food and Farense Futebol Club;
- More than 1,700 food and personal hygiene products donated to Cama Solidária;
- Donation of LED televisions to Cantanhede Hospital.
Solidarity bags
Missão Continente developed a solidarity shopping bag to help animal welfare and/or social institutions.
Numbers achieved since the start of the initiative (August 2020)
Portuguese Red Cross
"This bag is full of hope"
Missão Continente handed a cheque for the 30,000 euros raised with the sale of the solidarity shopping bag to the Portuguese Red Cross. The amount reverted to strengthening the management team responsible for the institution's support daily requests, allowing it to increase its response capacity.
"When we thought that the most critical period of the Pandemic had ended in 2020 according to the high number of requests for help, we realised that those daily requests have not diminished. Over time the Pandemic has taken hold, and families that until now have been managing, albeit tenuously, their income begins to decline and enter situations of great vulnerability. This tells us that the consequences of this Pandemic are still to last and that our capacity to respond continues to be a daily challenge. The partnership with Missão Continente always translates into strengthening our capacities, and this campaign, particularly involving society in a common cause of supporting others, motivates us to continue a work that tends to be time consuming and difficult".
Susana Marques, Secretary-General of the Portuguese Red Cross
Animalife
"This bag carries joy"
And helped support ANIMALIFE to vaccinate thousands of dogs and cats across the country.
Missão Continente delivered to Animalife the 30,000 euros raised, which allowed the vaccination of 9,490 dogs and cats from associations across the country.
For almost a decade, Animalife has been fighting animal abandonment in Portugal, acting directly on its causes, and providing support to people in need with pets and individual protectors, groups, and associations.
"This support is fundamental, especially when so many associations and families we support face serious difficulties in ensuring the welfare of the animals in their care. It is initiatives like this that allow us to continue, and, for this, we can only thank Missão Continente."
Rodrigo Livreiro, Chairman of the Board of Animalife
Solidarity Christmas balls
The nationwide campaign developed by Missão Continente to support the SOS Children's Villages consisted of the sale of solidarity Christmas balls with messages inspired by "Love" and "Family".
The participation in this campaign reinforces the trust and credibility of the Portuguese in the cause defended by the organisation, thus enabling the continuation of its mission: to provide children and young people with the care they need and the opportunities they so much deserve.
20.000 €
donation to SOS Children's Villages
About SOS Children's Villages: The mission of SOS Children's Villages is to care for unprotected children as a family, helping them shape their future by developing and integrating positively into the community. The organization provides long-term care to children who cannot be with their biological families and strengthens the families of children at risk by giving them specialized support. Through an integrated and collaborative intervention, it promotes parental care skills. In addition, it enhances protection dynamics that support families in their mission to ensure the well-being of their children and youth and prevent the removal of children from their family environment of origin.
Disney Solidarity Tales
Missão Continente and LeYa launched a collection of classic Disney children's stories to help a cause. The purchase of the "Solidarity Tales" is a simple and solitary way to help and, simultaneously, a chance to get to know some of the most beautiful Disney stories. Through these tales, the favourites of most children, the intention was to create an atmosphere of comfort and inspiration, contributing to more smiles in Portuguese pediatric services during the visits of the Clown Doctors, temporarily away since 2020 due to Covid-19, but present through the ONV TV channel. This initiative generated a total donated amount of 217,411.50 euros, from November 2019 to December 2021.
