Vodafone Portugal innovated this Christmas by launching a campaign that goes beyond the usual festive tone, focusing on a message of social intervention. With the artist Dillaz as the protagonist, the operator warns of toxic masculinity on social media and online violence, also highlighting the educational project “Cidadania DigitALL” developed in schools.
The ad features Dillaz in a direct monologue, confronting the public with the prejudices and misogyny that circulate on digital platforms. According to the brand, it only takes a few minutes of browsing for a user to be exposed to content that perpetuates gender inequalities and hate speech. The campaign aims to encourage critical reflection on what is shared and consumed, raising awareness of the role of algorithms in amplifying toxic behaviors.
In addition to media awareness, the initiative includes a practical component in schools through the “Cidadania DigitALL” project, in partnership with APAV (Portuguese Victim Support Association). Since the end of 2024, the program has impacted more than 10,000 students in 100 school groups in 45 municipalities, addressing topics such as positive masculinity, cyberbullying, screen addiction and privacy management. Interested schools can register through the project’s digital platform.
