We believe that Long-Form content gives time for the narrative to breathe. If the story is good enough, people will take the time to watch it. To make the difference is not enough to just talk about. We need to make people feel. That's why we made a film based upon the dramatic real-life sex testing in the 60s, called “nude parades”, that many athletes went through to prove that they were women. To shed a light on this discrimination, we put ordinary people in the athlete's shoes that needed to prove that they were women to compete.

Since May 2019, World Athletics had set new limits of testosterone levels in female athletes.

A hormone naturally produced by both men and women.

They decreased the limits from 10 nmol/L to 5 nmol/L.

The Officials had decided that many women are no longer qualify as female athletes. And those girls should be on medication to compete.

They say those athletes are not women enough.

And this is not the first time:

Part of the World Athletics mindset is to corner

female athletes into proving whether they are women.

Sex Testing has had many faces since the 30s. It keeps causing psychological damages to girls that just want to run.

SporTV, the largest sports channel in Brazil is constantly fighting for equality in sports.

As the sports press was covering the trial of Caster Semenya, the momentum was perfect to make a statement: It's enough to hear "not woman enough".

To shed a light on this discrimination, we created a campaign called #LetHerRun, spearheaded by a film based upon the dramatic real-life sex testing in the 60s, called "nude parades".

An integrated campaign followed to reach every touchpoint and generated PR to raise awareness about the issue.

When discrimination is cited as “necessary" by those who make the rules, we need to stand up.

From Social Media to Out of Home, we distributed our content at every touchpoint that could influence the World Athletics Board Members and Track & Field fans from every corner of the world.

For instance, at nearby World Athletics headquarters in Monaco, Billboards were placed. And also, at the track & field training facilities all around the world. From Kenya to Oregon were placed the billboards.

The two times Olympic Champion, Caster Semenya, lost her appeal to compete in Tokyo on September 8th. The next day, we released an open letter along with the short film "Sex Testing". OOH, billboards and social media efforts amplified the voice. A Coalition formed by former Athletes, Scientists, and Doctors started to talk about the media. As Rio 2016 was the last stage that saw the three podium medalists of 800m shine. The same athletes: Caster Semenya from South Africa (Gold), Francine Niyonsaba from Burundi (Silver), and Margaret Wambui from Kenya (Bronze) were now banned to compete. To run. To work. To do what they love. So, we invited Jackie Silva, the first woman from Brazil to win an Olympic Gold Medal to lead the campaign. Anyone could make the difference at letherrun.tokyo by tweeting the president of World Athletics.

The timing of the campaign was perfect. As the media was already talking about the court decision that banned Semenya,

the movement was an eye-opener, shedding a light

on the constant bigotry practiced by WA.

From the USA to Australia, from South Africa to Uzbekistan, the whole planet started to talk about it. 317.432 tweets were sent to Mr. Coe flooding his inbox. Semenya's lawyer is using the movement and the whole coalition that we've assembled as part of his appeal at the human rights court.

In the aftermath: "World Athletics was accused over 'abusive sex testing' of an athlete" (The Guardian)