CAC, Generalitat and CCMA launch the '#ThoEstasPerdent' ('You are missing it') campaign to promote women's sports in the media
BARCELONA, Jan. 24 (SportsFinding) –
The Consell de l'Audiovisual de Catalunya (CAC), the Government of the Generalitat de Catalunya and the Catalan Corporation of Mitjans Audiovisuals (CCMA) presented this Friday the campaign '#ThoEstasPerdent' ('You are missing it') in which athletes like Mireia Belmonte, Alexia Putellas or Laia Sanz raise their voices to demand more media attention for women's sports and that the audience does not miss the “half of the show”.
The faces and voices of this campaign are the Olympic swimmer and medalist Mireia Belmonte, the motorcycle rider and enduro and trial world champion Laia Sanz, the female Barça player Alexia Putellas, the Spanish basketball international Laia Palau and the athlete Maria Vicente, who holds the world record for pentathlon and heptathlon U18.
In the different 'clips' of the advertising campaign, these five athletes regret that men's sport is a priority, nowadays, in the media and therefore they cover half of their face to visualize that, if you only see, read or listen to male sports in the media, fans miss “half the show”.
With that motto ('If you do not see women's sport, you are missing half of the show') the television commercials and the radio cut that the campaign will broadcast between Friday, January 24 and February 14 in CCMA public media end (TV3, Esport3 and Catalunya Ràdio) as well as in betevé, La Xarxa or the Ferrocarrils channels of the Generalitat de Catalunya or Transports Metropolitans de Barcelona (TMB).
The aim of the campaign is none other than to promote a greater presence of women athletes in the media to move towards “full equality” in the media quota, as well as “break stereotypes” and consolidate female sports referents among the public, including boys and girls
In addition, a total of 86 media outlets, including Europa Press along with the main television, radio, news agencies and general and sports press, have adhered to the document 'Commitment of the media to boost women's sports', which aims to move towards a “balanced coverage” between male and female sports, and encourage the peer presence of journalists in their newsrooms.
The event was attended by the basketball player Laia Palau – one of the 'captains' of the campaign – as well as the mountaineer and mountain athlete Núria Picas and several representatives of clubs and sports federations of Catalonia, in an act that took held at the auditorium of La Pedrera in Barcelona.
“Someone must be under the spotlight to give voice, the work of the athletes and that of the journalists is important. This time it has touched me. And I think that progress is being made in giving visibility, now there are girls who want to be players of basket, in my time I did not know what could be achieved, “said the player of Uni Girona and Spanish international.
The president of the Consell de l'Audiovisual de Catalunya (CAC), Roger Loppacher, celebrated that after months of work the campaign sees the light. “This campaign is absolutely necessary and especially timely. It aims to promote a greater presence of women's sports in the media. In recent times an effort has been made but we seek to make it more intense,” he said.
On the other hand, the vice president and acting president of the CCMA, Núria Llorach, highlighted the “firm commitment” to equality between men and women and that the means of the corporation be “respectful of women” and reflect the democratic values of equality and respect for women. “
The General Secretary of Sports of the Generalitat, Gerard Figueras, remarked that all media are “responsible” to raise awareness in society of the importance of women's sports. “There are more and more companies and institutions that we take steps forward, as with this campaign, so that women's sport has more spaces for representation,” he said.