According to Amnesty International, Mexico is the second most violent country for the LGBTQIA+ community in Latin America. And Movistar, a Telecom company committed to the LGBTQIA+ community for more than 10 years, has been concerned with generating campaigns that invite reflection and connection between people and rejecting any act of physical or verbal violence against any social group. A topic that is part of its communication key roles as a digital service provider.

Brief:

Launch a online film with a powerful message to fight against homophobia suffered by thousands of people in Mexico, which highlights the problem that exists in social media, through a Hero Online Film that captures the attention of the audience.

Objetive:

Connect with our audience and invite them to reject homophobia and draw the attention of society, as well as sports entities and specialized media (both news and sports) so that the topic is disseminated.

“Shout” is a Hero Online Film (inspired by stories of famous homosexual boxers such as former world champions Orlando “El fenómeno” Cruz and Emile Griffit) that tells the story of “Javier”, a homosexual Mexican boxer who faces one one of the toughest rivals and the one that can cause the most damage: Homophobia. A story of pain, courage, rejection where the power and negative reach that social media can have are a very important and transcendental trigger in history. Because the whole world of our protagonist falls from a photo that reveals his sexuality leaked on the internet.

Data gathering:

Collected from the direct analytics of influencer sites and channels. Social Listening: Brandwatch. Analytics of Movistar accounts. Facebook Insights, Twitter Insights, Instagram Insights, Tik Tok Insights, Youtube Insights.

Target:

Young millennials and centennials, who show a greater interest in social issues. According to studies, 76% of Generation Z youth and 73% of millennials consider diversity and inclusion relevant issues.

Relevance to social platform:

20% of the younger generations have their phone available all day and spend 3 hours and 21 minutes a day browsing social media, using platforms to make visible the problems faced by the LGBTQI+ community and thus achieving positive results for the brand and those involved.

Approach:

In a temporality where brands support the LGBTQIA+ community, we wanted to be relevant and attract the attention of society using topics such as homophobia, the masculinity of boxing, and a digital format to spread our message.

Implementation

We launch our Online Film on pride day, in the year where homophobic violence was the main theme of the movement.

Timeline

June 21, 2022, to July 20, 2022.

Placement

The piece was advertised on platforms such as YouTube, Facebook, Instagram, achieving a very positive response from people, the sports media, international boxers such as Juan Manuel Márquez and the World Boxing Council.

Scale

We decided to tell a very realistic story, for which we set ourselves the goal of finding a very real casting. We didn't want actors, but boxers. And we find a family of boxers where the father, his sons and even the trainer who appear in our Online Film belong to this world. We chose a cinematographic style and filmed in 16 millimeters, something very unusual in Mexican advertising, to give the story a more realistic and raw texture.

Reach

15 million people reached and 10k hours of social media consumed in two weeks.

Engagement

The use of a long format of almost 5 minutes worked very well to connect with our audience, in a category where short forms are usually more effective. Also becoming the branded content brand with the best performance in its entire history.

Sales:

This is a 100% Awareness campaign to build on the brand's responsible business pillars.

Achievement against business targets:

In general terms, the conversation of the category presents a negative sentiment on social networks, and because of that we sought to increase the positive sentiment and engagement coming from Movistar.

Change the behavior

The LGBTQIA community adopted our hashtag (let everything break, except pride) during the pride march, achieving a reach of 9,944,637 users.