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American Express supports “Ajuda de Berço”: we’re helping those who make a difference...


American Express supports “Ajuda de Berço”: we’re helping those who make a difference... 

The campaign promoted in 2014 by American Express in association with the "Ajuda de Berço" was a success, having allowed to raise a total of EUR 18,484 for this social solidarity institution that welcomes disadvantaged children and those at risk and gives them the affection, security and protection they need.

This campaign allowed to holders of American Express cards, issued by Millennium bcp, donate one euro to "Ajuda de Berço", and helping, this way, the children supported by that institution whenever they made a first purchase or a cash advance with a new or inactive card.

Additionally, American Express has maintained the possibility of acceding to the Membership Rewards Program to exchange points for donations to that institution.

Sandra Anastácio, President of "Ajuda de Berço", observes that "the result of this campaign has exceeded all expectations we had, but above all strengthened ties of unity and friendship between "Ajuda de Berço" and American Express and Millennium bcp whose stories intersect for many years.", she adds that "it is under jurisdiction of these relationships that we give our best every day with children who live in "Ajuda de Berço", confident that together we do a lot more ".

Rita Lourenço, Manager of Payment Means and Cards of Millennium bcp, observes that “the possibility of support institutions such as "Ajuda de Berço", who make a difference by promoting a better quality of life in the segments of society that justify a special and differentiated protection, where the children are the best example, is always a chance that we don't want to lose. We are very proud with the response of our Customers in this campaign that produced an important result to help ensure the continued operation of "Ajuda de Berço".

American Express, the largest global financial brand represented in Portugal by Banco Comercial Portuguese, SA, has always pursued dynamic strategies and adjusted to the new challenges posed by stakeholders with which relates. The main objective of sustainability adopted policies that foster a culture of Social Responsibility and active and participatory citizenship, has been positively influence their value proposition, in equilibrium with the welfare of the people, of the company and of the communities in which it operates.