Crnogorski Telekom has launched a New Year's campaign – a magical story about friendship and tolerance, which inspires social cohesion. In the age of hyper-connectivity, the trends of polarization are also strengthening globally, divisions and closures in "social bubbles", with an increasingly lower degree of tolerance towards differences. Telekom's campaign targets exactly these negative trends, with the desire to inspire people to connect, to remind them that, despite their differences, they can find common ground by opening up to others.
The New Year's video follows the story of two girls who, apparently, live in separate worlds, separated by a glass wall. Their friendship overcomes the obstacles of prejudice and tension created by society, while the plot reaches a climax when the girls decide to break the glass wall. In the end, we discover that the walls are actually snow globes – a metaphor for the social barriers we build ourselves, and when the globes burst, the real bonding begins.
"Connection begins when we break down barriers" is international campaign, which will be current for the New Year and Christmas holidays in ten European countries where Deutsche Telekom operates.
"As a brand, we want to connect people. We want to clearly convey how important and possible it is to break down the barriers in our minds," he said Ulrich Klenke, Brand Director at Deutsche Telekom. "The company is dedicated to social cohesion and greater tolerance. We do not tolerate hatred, discrimination, racism, or extremism. We stand for everything that unites people, societies and cultures."
Donate Magenta hearts and "Be someone's Santa Claus"
In the spirit of the New Year's campaign is also humanitarian action of Crnogorski Telekom - Be someone's Santa Claus. As explained by Telekom, the action is based on the desire to make children from socially vulnerable categories of society happy in anticipation of the holidays, but also to enable users of their services to participate in gift giving. Users of the Telekom ME application donate hearts, while Telekom "turns" hearts into money - more Magenta hearts, more joy for children!
How to donate?
Users of the Telekom ME application, who joined the Magenta Moments program (about 75.000 users of Crnogorski Telekom), will until December 18, have the opportunity to participate in the humanitarian action and donate Magenta hearts. Crnogorski Telekom "turns" hearts into money, which will be allocated to buying New Year's packages, and will be distributed to children and families according to the priorities of centers for social work. Part of the funds will also be directed to the purchase of hospital equipment for the Institute for Children's Diseases KCCG. In order to participate in the action, it is necessary that a user in the Magenta Moments program unlocks a coupon, which donates 100 Magenta hearts.
Additionally!
Advantages of Crnogorski Telekom's New Year's offer:
- Gift internet - 1.000 GB, for Telekom postpaid users;
- Discount on phones, also for postpaid users and fixed network users;
- Promotional offer for new home internet and television users.
More detailed information is available at Crnogorski Telekom website.
When we open our heart to the people around us, it is immediately sunny. And prejudices are being destroyed.
Let's move to the sunny side of life together!
