VMLY&R Mexico Aims to Denounce Homophobia, Transphobia, and Biphobia with Latest Campaign

Movistar telecommunications and VMLY&R Mexico 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 the largest provider of landline, broadband, mobile services and (paid) television in Spain. And the campaign represents one of VMLY&R’s key Cannes Contenders heading into the festival later this summer.

Mexico is the second most dangerous country for the LGBTQIA+ community in Latin America. Together Movistar and VMLY&R Mexico took on the most emblematic, influential, and respected sport in Mexico, boxing, to denounce homophobia. 

Through local insight and research in Mexico, Movistar took a stance at 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) to put a stop to cyber bullying through a positive narrative. 

In addition, Movistar launched dialogando.com to help their consumers use technology responsibly. It is a global content portal, in which readers can find articles on current issues such as driving with a mobile phone, Internet privacy, digital entertainment, the relationship with minors and technology, and new digital trends.

Karely Munarriz, head of brand and integrated marketing communications for Movistar said “At Movistar we are committed to improving people's lives through connectivity. And within this vision and this connected world that is driven by technology we can say we believe in the power of diversity as a boost to competitiveness.” 

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. ‘Shout’ is content where we connected with the audience for the first time and obtained 100% positive sentiment, something that had never been seen with this brand.”

Shouts was published on Youtube, Facebook, Instagram and Twitter. The brand received 18,198,071 impressions. 15,089,607 reach. 10,274,378 views. 150,650 comments. And the brand sentiment increased by 45% relative to all other brand content in the past year.