Gay and trans people continue to face enormous societal prejudice in Mexico, where religious groups in the predominantly Catholic country tend to be staunchly opposed to LGBTQ+ rights—and where machismo, so embedded in the country, makes coming out as a gay man particularly dangerous.

Against this backdrop, VMLY&R Mexico has released a short film for telecommunications provider Movistar that tackles the issue of homophobia—in particularly, the cyberbullying of gay people—through a film that turns the notion of machismo on its head.

The five-minute film, directed by Vellas and set to a remake of the Tears for Fears song “Shout,” tells the story of an up-and-coming boxer whose path to a title fight gets complicated when photos of him kissing another man at a nightclub are disseminated on social media. The film’s approach is notable for its take on male pride—what masculinity means in the Mexican culture, and how it’s inextricably linked to violence.

While Mexico is a long way from any sort of cultural acceptance of homosexuality—VMLY&R says it’s the second most dangerous country for the LGBTQ+ community in Latin America—the film’s intensely personal story will hopefully have some effect in helping men reconsider what constitutes manhood and pride.

“We know that there is a lot of hate about homosexuality on social networks,” said Luis “Madruga” Enriquez, chief creative officer at VMLY&R Mexico. “Movistar is a telecom that wants to connect people, and that is why we created ‘Shout,’ a cry against homophobia.” 

The agency says brand sentiment increased by 45% due to the film when it weas released last summer.

“At Movistar we are committed to improving people’s lives through connectivity,” said Karely Munarriz, head of brand and integrated marketing communications for Movistar. “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.”