Global Fútbol

“To have one dream is for the brave, to have two is for heroes”. This is the strong message that the HÉROES DE HOY platform is sending out on Mother's Day in its new short film, which premieres today, under the title “Mother”. A statement of support to raise awareness in society so that we continue to move towards a better work-life balance and the right to motherhood, without it interfering with the professional dreams of women all over the world. The platform, which includes brands such as LaLiga, Iberia, Repsol, Orange and DAZN, once again highlights the importance of continuing to work together in the fight against discrimination and intolerance. In doing so, it continues to give visibility to stories of heroes who never give up in pursuit of their dreams.

It's worth remembering that today, particularly in sport, 1 in 3 pregnant athletes suffer negligence and discrimination. In addition, according to data from the study " Las invisibles", 4 out of 10 women say that they have experienced some form of discrimination in their working environment after becoming mothers: 22% of women lost their jobs when they became mothers, 11% left their jobs because they could not combine work and childcare, and 6% were made redundant because they were pregnant or had a child. The lack of support for a work-life balance is the reason why 68% of mothers have not had more children.

“Mother” tells the story of an athlete who decides to become a mother without giving up being an elite sportswoman, despite the fact that she no longer receives support from anyone, even from her own coach. The short film reflects the situation many women face today when they become pregnant and all doors to the top of their professions are closed to them. In spite of the inconveniences and obstacles they have to face during the process, the main character finds the strength to go on, and fights for both dreams: being a mother and a professional sportswoman. In an epic finale, the film shows the athlete returning to competition after giving birth, stronger than ever, proving that it is possible to be a mother and be at the forefront of sport.

To combine being a sportswoman with being a mother means having to face a crucial decision in a woman's life. In many cases, gender stereotypes perpetuate inequalities in the various sporting institutions that mean many women have to consider their position with regard to their career and future.  

“’Mother’ tackles the binomial maternity and elite sport, to denounce behaviour that is still widespread in our society and that conditions the future of many women,” states Alejandro Lavezzolo, spokesperson for Héroes de Hoy. Furthermore, Daniel Rodriguez, Executive Creative Director of DDB, notes: “The reality is that there are still women who decide to postpone or give up their desire to become mothers in order not to lose opportunities in professional sport, as they often face cutbacks in sponsorship, termination of their contracts or abandonment by their coaches.”

Héroes de Hoy, a platform to end discrimination and intolerance

Héroes de Hoy is a project made up of different brands that have come together to condemn and highlight all kinds of discrimination and intolerance in the world of sport. The platform was created with the aim of telling stories of heroes who never give up, who fight for others and who believe in a world equal for all. On this occasion, are the brands that have joined the initiative, claiming the need to build a better world together.

“Mother” is the fourth short film released by Héroes de Hoy, a message of support to continue working towards a better work-life balance and the right to motherhood without it interfering with women's professional dreams. The first piece of content of the platform focused its attention on an anti-racist message that became extremely relevant in the wake of recent social conflicts. The second film presented an uncomfortable reflection on the prevalence of homophobia in our society and, specifically, in sport. In the third, Héroes de Hoy showed the harassment and toxic motives that many women suffer in the close quarters of elite sport.