The campaign is focused on an entertainment piece, a film that tells a story 100% related to the world of sport. The film tells the story of a professional athlete who has been abandoned by her sports club and the brands that supported her because she has become pregnant. The story shows us how she strives to overcome all these obstacles and fulfil her dream of becoming a mother and combine it with her sporting career. The film, in fact, ends with the athlete competing at the Olympic Games when she has already become a mother.

Sponsors, brands and sports clubs support female athletes, but in many cases, when they become pregnant, they interrupt their sponsorships, cut their salaries or terminate their contracts outright. Notorious cases include Allison Felix (a contributor to this campaign), a US Olympic legend who declared that pregnancy was the kiss of death for sportswomen. Sports clubs such as Olympique de Lyon in France or Italian volleyball clubs have also been criticized for similar recent controversies. The platform of brands, Heroes of Today, closely linked to sport such as LaLiga professional football league, which aims to achieve a more egalitarian sport, has set itself the goal of changing this situation by creating the first ever film denouncing this problem.

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. The strategy of the brand platform "Heroes of Today" was to bring together major global sponsors who, together, were willing to give visibility and make a big communication campaign out of these stories of abandonment. A historic campaign because it sets a precedent that will undoubtedly help companies involved in the world of sport (sponsors but also clubs and coaches) not to abandon pregnant athletes so easily from now on.

Female athletes who become pregnant suffer all kinds of discrimination and abandonment. However, this is something that is not communicated in advertising, largely because the brands and sponsors themselves are part of the problem. The idea of Heroes of Today, a platform of big brands and sponsors related to sport, formed by LaLiga and 4 other partners, was to collect the stories of these pregnant sportswomen abandoned by other brands and communicate them in an entertainment film. This platform of sponsors has literally made a global entertainment campaign with the stories of the sportswomen abandoned by other sponsors.

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.

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.

The idea of Heroes of Today, a platform of big brands and sponsors related to sport, formed by LaLiga and 4 other partners, was to collect the stories of these pregnant sportswomen abandoned by other brands and communicate them in an entertainment film. This platform of sponsors has literally made a global entertainment campaign with the stories of the sportswomen abandoned by other sponsors.

The campaign was global in nature because the problem is universal, as there have been cases of abandonment discrimination against pregnant athletes all over the world.