Sponsors and brands support their great female assets, but in many cases, when they become pregnant, they interrupt their sponsorships, cut their salaries or terminate their contracts outright. The neglect and discrimination they suffer is cloaked in silence because the big brands do not tend to make this problem known. The cases that have occurred in the world of sport in recent years in France, Italy and the USA are notorious. The platform of brands linked to sport, Heroes of Today, which aims to launch messages of equality, set itself the goal of changing this situation by creating the first film in history to denounce this problem.

The idea was to bring together a group of sponsors linked to sport and led by LaLiga to create a global campaign with the stories of pregnant sportswomen abandoned by the sports industry.The film tells the story of a pregnant woman being abandoned by her boss and various people in her work environment.The whole film is told from the perspective of the baby inside her,who watches with indignation at the abandonment its mother is suffering. Finally, the child is born and a text overlay informs the viewer of a shocking truth:1 in 3 pregnant athletes suffer abandonment and discrimination.It is here that we discover that she was an elite athlete abandoned by sponsors and clubs because of her pregnancy.Later, we see her,with her caesarean scar healed, competing in an epic way at the Olympic Games.The film closes with the concept:One dream is for the brave, two dreams are for heroes.

Part of the problem for pregnant sportswomen is that they live surrounded by taboos. No one talks about this issue and their stories of overcoming the odds, so often exploited in advertising, cease to be of interest to the big brands when they become pregnant. This injustice has remained cloaked in silence in terms of communication because the big global brands are not interested in talking about it. Until today. The strategy of the brand platform "Heroes of Today" was to bring together major global sponsors who, together, were willing to give visibility and create a big communication campaign with these stories of abandonment generated by other brands. A historic campaign because it sets a precedent that will undoubtedly help to ensure that from now on sponsors do not want to abandon pregnant athletes so easily, knowing that other sponsors are willing to tell the story.

The film tells the story of a pregnant woman being abandoned by her boss and various people in her work environment.The entire film is told from the perspective of the baby inside her,who watches with indignation as its mother is abandoned.Finally the child is born and a text overlay informs the viewer of a shocking truth:1 in 3 pregnant athletes suffer abandonment and discrimination.It is here that we discover that she was an elite athlete abandoned by sponsors and clubs because of her pregnancy.Later,we see her,with her caesarean scar healed,competing in an epic way at the Olympic Games.The film closes with the concept:One dream is for the brave,two dreams are for heroes.The 2.52-minute film was broadcast on global movie chains such as AMC,the Hollywood Channel,Sundance or DARK and on sports channels such as DAZN.It launched on April 23 and has a media plan for the entire year of 2023.

The entertainment film around which the whole campaign centers was chosen to be broadcast as entertainment content on the best global film channels on the AMC Networks group. In this way, the film's denunciation of the abandonment that takes place in the world of sport was transformed into an entertainment product seen as a feature film on channels such as Canal Hollywood, AMC, Sundance and DARK. The campaign was shared globally by major global sports competitions such as LaLiga, opening a global debate about a problem that the world of sport tries to hide and achieving 181 million impacts organically. A game changer precedent in the sector, because now all industry partners know that a group of brands has come together to give visibility to these stories of abandonment.