To promote equality in the recognition of the sporting achievements of all. This is the aim of the campaign that, under the slogan ‘In sport, let what matters, matter’, the Ministerio de Cultura y Deporte has just launched on the outdoor screens of Cines Callao. An action made up of two creativities that appeal to the recognition of women’s achievements in sport and the successes of sportsmen and women with disabilities.

Two sportsmen and women compete for the ball in a play where it is she who ends up dominating the situation. Sportswomen are only present in 8.2% of the news that appears on television. But despite the fact that it was her, the spotlight always goes to the same place’, the piece points out.

Several disabled sportsmen and sportswomen show their different sporting skills to finally pose all together in front of the camera. 15,000 disabled athletes contribute every day to the success and recognition of Spanish Paralympic sport. But this figure… who cares?’, reads the creativity of the other piece.