The Spanish sport moves to action against discrimination

Madrid, November 17, 2023.- The Superior Sports Council (CSD) launches this week a new campaign of institutional advertising, which deepens in the strategy "Equals in Sport" and consolidates the efforts of the Government of Spain to protect three inalienable principles: equality, inclusion and diversity.

Under the slogan “In sport, what matters, matters”, the campaign has an impact on these three lines of action, with many other creative adaptations. One for each claim.

Thus, the campaign stands as a shield against discrimination towards the LGBTI community, promoting a sports environment where authenticity and diversity flourish without hindrance. No less important is the inclusive look towards people with disabilities, highlighting their ability and their right to participate fully in the world of sport. The third axis is gender equality and that is that the campaign also recognises and celebrates the crucial role of women in this area.

“We are determined to build a playing field where each person can stand out, demonstrate their worth and enjoy in freedom. That is why we wanted, with this campaign, to express our conviction that sport is a vehicle of equality, inclusion and diversity. Together, as a society, we can break the chains of discrimination and create sports spaces that are inclusive, fair and equitable. Diversity is undoubtedly the strength of our sport,” says CSD President Víctor Francos.

The CSD feels that it is time to take action. To recognise the role of women in sport, to banish stereotypes against LGBTI people and to pave the way for real equality for people with disabilities. In all sports and in all disciplines, making justice, acceptance and respect the values that are imposed in the sports space.

This must be the generation that breaks the chains of discrimination and turns sport into an area of freedom, in which every person has the opportunity to shine and to show his skill, without fear.

The campaign

The dissemination plan of this campaign, funded by the European Union through the Next Generation Funds, includes the emission of wedges, the insertion of spots and the exhibition of graphic pieces in the press, radio, cinema, digital media and abroad.

The piece on gender equality highlights that sportspeople are only present in 8.2 percent of the news that appears on television, claiming for them greater media attention.

The inclusion of another of the priority areas of action of the Higher Sports Council, the campaign also praises the successes of the 15,000 athletes with disabilities who every day contribute to the recognition of Spanish paralympic sport.

For his part, under the message "And if I am LGTBI, who cares? ", the third thematic line promotes diversity while targeting those who discriminate against LGBTI people.