Gender discrimination is rampant throughout society. In sports, it’s as painful as it is elsewhere, despite the fact the women discriminated against are elite athletes.
Female athletes are banned from participating in official sports competitions because they have above-average natural testosterone levels. This has prematurely ended the career of dozens of athletes and threatens the journey of several world-class runners including the three women who won medals in the 800m competition in Rio 2016 Olympic Games: Francine Niyonsaba from Burundi, Margaret Wambui from Kenya, and the twice Olympic champion Caster Semenya.
SportTV Hits Back… H A R D
SporTV is the most-watched sports channel in Brazil.
The following piece for #LetHerRun aims to pressure athletic federations and get them to mend their hurtful ways. The #LetHerRun movement is propelled by a coalition of former athletes, sports scientists, and doctors. Among them is the ambassador of the initiative, the former volleyball player Jackie Silva, who along with her partner, Sandra Pires, were the first Brazilian women gold medalists in the Olympic Games.
That was hard to watch and that is the point. If we can feel even a small bit of the humiliation and pain of these women athletes, we can find a way to end the bullshit.
The following long copy print ad takes the IAAF to task for its regressive policies and dated thinking.
#LetHerRun was conceived and produced by ad agency Africa Sao Paulo Publicidade Ltda (www.africa.com.br ), one of the largest and most awarded advertising agencies in Brazil and Latin America.
Africa was founded in 2002 and is part of Omnicom Group’s DDB Worldwide.
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