A new US campaign from Telemundo aims to shine the spotlight on the realities of the inequality, bullying, discrimination and the wage gap faced by female and Latino footballers in particular and all women in general.
The campaign, from the American Spanish language terrestrial television network owned by Comcast through NBCUniversal, is fronted by four stars of France 2019 – Christen Press (USA), Su Helen Galaz (Chile), Erika Dos Santos (Brazil) and Vanina Correa (Argentina) – and features them both on and off the pitch.
The creative showcases the challenges of their everyday lives in and out of football and the hurdles they had to overcome to prepare for the tournament.
A key factor – financial hardship.
Indeed, the campaign follows on from research showing that 90% of female players consider quitting their leagues completely – largely due to the pressure to make ends meet.
The research suggests that 50% of female global players are not paid at all and 33% are paid so little that they need a second job to remain solvent.
Aiming to combat this prevalent issue in the world of women’s soccer, Telemundo Deportes donated to programs within the US Soccer Foundation that offer safe spaces and access to the sport for women and girls of all ages in underprivileged areas, while encouraging viewers to follow suit.
By showing the hardships that players face off the field, the Telemundo campaign seeks to raise both awareness of and appreciation for the ways that female soccer players overcome obstacles to be able to compete in the sport at the highest level globally.
The campaign’s spearhead commercial’s title translates as ‘Look What They Fought To Play In The FIFA Women’s World Cup On Telemundo’
The spot suggests that these players have ‘left everything to be there, they fought so hard to get there, look what they will do to win the cup from June 7 exclusively on Telemundo’.
Links:
Telemundo
https://www.telemundodeportes.com/
https://www.youtube.com/user/TLMDDeportes
https://www.facebook.com/TELEMUNDODEPORTES/
https://twitter.com/telemundosports
https://www.instagram.com/telemundodeportes/
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