MEO's new campaign compares fast food and sweets with bad digital habits

To reinforce this idea, the campaign features fictitious smartphones in the unexpected shapes of hamburgers, XXL jelly beans and chocolate bars, transforming screen addiction into a clear and provocative visual metaphor that calls on parents and educators to reflect. Reaffirming its commitment as a leading operator, aware and able to take on a differentiating role in promoting digital responsibility, MEO and the Fundação MEO 's campaign comes at one of the most impactful times of the year for families: back to school.  

At a time when the impact of interactive screens on the mental health and development of children and adolescents is the order of the day, the campaign is raising awareness of the risks of excessive smartphone use. Moderation is the watchword In line with the brand's new positioning, 'Connect better', launched in April and which highlights the role of technology as a means of bringing people together, this campaign now takes another step by stating 'Connect better, in moderation', with the aim of encouraging a more conscious use of screens. 

The key word is "moderation" and the message is appropriate to the moment: "Return to routines, with new routines". On social media, in the streets, in stores and on the radio, families are being challenged to reflect on the issue through impactful messages such as: "Gum all the time is addictive. So are scrolls." In a parallel with the launch of an unusual gummy-shaped smartphone, the phrase is associated with the fictional "New Gummy Colour 2", an XXL smartphone that symbolizes the danger of infinite scrolls and, consequently, the loss of appetite for real life. 

"With the signature MEO Humanizes You, we take on the responsibility of providing increasingly humane connections and contributing to the digital well-being of children and young people. This pioneering campaign reinforces MEO's active role in building a healthier and more balanced future," says Luiza Galindo, MEO's Brand and Communications Director. 

Strategic partnership with the Mirabilis Association 

Committed to the cause of digital responsibility, MEO and the MEO Foundation have also just announced a strategic partnership with the non-profit Mirabilis Association, created by parents and educators, whose work has been outstanding in raising awareness among families, educators and policymakers about the risks of excessive exposure to technology. Together, content based on scientific evidence, educational resources that support the construction of safer digital routines and practical tools, such as the 'Screen Score' test - for each person to assess how dependent they are on screens - will be made available on meo.pt. With this campaign and the new partnership, MEO is reinforcing its position as a brand of causes, committed to accelerating structural changes and creating a transformative impact on society. 

Campaign films: 

https://youtu.be/mIn3J0uRTRM