Ricardo Malaquias Creative & Campaign Manager

ABOUT

"What if you focused on a real career? You don't have what it takes for all of that. This won't get you anywhere. Are you really going to continue now that you're a mother?" It's 2024, and these are just some of the phrases still heard by women who choose to pursue careers in sports. And so, "when they point their finger at you, aim upwards" – that's what Betclic proposes this International Women's Day in a film featuring basketball player Márcia Costa as the protagonist.

Crafted especially for the Portuguese athlete, elected Player of the Decade 2010-20 in the Portuguese League, the film confronts some of the issues that continue to be raised as obstacles in the professional journey of women. Multiple workloads, unequal pay, mental overload, insecurity in public spaces, aesthetic pressure – the list of challenges faced by women in practicing and professionalizing in sports is extensive, demonstrating that being a woman in sports is still an act of resistance in a predominantly male-oriented universe.

MADEIT CREDITS

  • BetclicClient

Aim Upwards

Comments

Project tags
SHARE