Movistar and VMLY&R Mexico have released “Shouts,” a campaign aimed at denouncing and breaking homophobia, transphobia, and biphobia. Movistar is a major telecommunications provider owned by Telefonica, operating in Spanish and Hispanic American countries and is a major provider of landline, broadband, mobile services and (paid) television in Spain.
Mexico is the second most dangerous country for the LGBTQIA+ community in Latin America. Together Movistar and VMLY&R Mexico deployed the sport of boxing to push back against homophobia.
Movistar tackled a longtime “macho” stereotype (a cultural problem that generates pressure on men, linked to their pride and strength, a very particular problem, especially in Mexico). The campaign goal–embodied in this short film directed by Felipe Vellasco via production company Rebolucion–is to put a stop to cyber bullying through a positive narrative.
Luis Enriquez “Madruga,” CCO at VMLY&R Mexico, said, “We know that there is a lot of hate about homosexuality on social networks. Movistar is a telecom that wants to connect people and that is why we created ‘Shout’ a cry against homophobia. A narrative where we show how a person’s life can collapse from social networks. A life like that of ‘Javier,’ a boxing champion.”
