“You can’t give up. Not now. What about the pain you endured to fulfill your dream? With this phrase, uttered by the coach in an attempt to cheer up his young gymnast, who sank down and was about to throw out the towel, a new video from the podium begins Heroes of today. Behind the a priori motivational speech, so inspiring and moving, there is actually a silent nightmare hidden from prying eyes …
This is what the short film “Dream” shows, based on over ten thousand stories from all over the world who repeat this pattern and delve into issues of great depth. Behind this fiction lies the overwhelming pressure that women today are suffering to pursue their dreams. toxic use of motivational rhetoric, the drama of thousands of athletes who pay too high a price to achieve their goals, and the scourge of persecution in all walks of life. We spoke publicly with Alexander Lavezzolorepresentative of the platform Héroes del hoy and director of customer service at DDB Spain, on the message they want to convey with this new project, the third one with a social dimension that they are launching.
The short film “Dream” is based on more than ten thousand stories from around the world.
“It is important for society to be visible and aware of this problem. We must not allow someone to use our own dreams and efforts to our detriment. We need to think about who might be behind the hackneyed phrases like “never give up“Dream (Dream) is the third audiovisual content launched by the platform to raise awareness of the pressure and toxicity some athletes are subjected to in order to achieve their dreams, in many cases to the point of harassment. Our main motivation is to give visibility to the problems that, unfortunately, continue to arise in society today and which together we must change,” explains Alejandro.
The end of the short film and the shocking truth that it hides leaves no one indifferent: cases of sexual harassment in sports, unfortunately, still take place. “We know that many federations already have their own prevention and action protocols regarding this issue. From Heroes of Today, we want to do our part by highlighting these issues so that attention remains focused on these measures,” says Lavezzolo.
The enormous pressure that athletes are subjected to in order to reach the top, with the dangers that this may entail, is generalized, but “we can say that in the case of women it is usually more common. In any case, this is outside the scope of sports, it is possible, a perversion of what is called success, associated with sports and other situations. What transcends “Sleep” is that “motivation cannot be used as overpressure toolit can be toxic and very harmful to the other person.” Driven by major global brands, the Heroes of Today platform has produced award-winning content at the Cannes Lions International Festival of Creativity in previous years.
What goes beyond The Dream is that “motivation cannot be used as a tool of excessive pressure, it can be toxic and very harmful to the other person.”
His first film was about racism and told the story of one of 18 African American athletes who competed in j1936 Berlin Olympics. He showed his experience during his journey to the mythical Olympic Stadium, reflecting on the racial discrimination that currently exists in the sport, referring to various messages that continue to appear on Twitter today. The second depicted a riot that took place in a New York pub. Stonewall Inn in June 1969 against a police raid. This was the first time in US history that LGBTIQ+ community he fought against a system that persecuted people for their sexual identity with the approval of the government. The film, which premiered on November 16, 2020 on the occasion of the International Day for Tolerance, tells the story of Julio Zúñiga, a Mexican gay activist and LGTBIQ+ football player who was killed in 2017 and became a victim of homophobic crime. “The eradication of intolerance is still far away,” they explain from the podium.
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