Film > Culture & Context

LET HER RUN

AFRICA DDB, Sao Paulo / SPORTV / 2021

Awards:

Silver Cannes Lions
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Supporting Content
Case Film
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Overview

Credits

Overview

Write a short summary of what happens in the film

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.

They all had to perform a physical check before a panel of doctors.

To raise awareness of this prejudice and help qualified athletes to compete in the 2020 Olympic Games we highlight this subject and made people talk about this subject that was in the shadow.

The method has changed, but the mindset is the same.

To compete, many female athletes still have to prove that they're women.

We say: "it's enough to hear you're not woman enough."

Please tell us how disruption in your market inspired the work

SporTV took a stand. Media and publishers in Brazil, usually don't have a clear point of view or have open editorials against controversial issues. Mainly when the target is part of their business: track&field events have lots of sponsorship. Even though, they embraced the movement and fought to be on the right side of history. We hope lots of other brands have the same courage as SporTV.

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