Lo Que Dice el Corazón: The Mexican Film That Opened the Door to Empathy
A Mexican film that turned the big screen into a platform for inclusion and meaningful dialogue.
PR & Media | Red Carpet | Exclusive Interviews | Cultural Positioning Strategy
Lo Que Dice el Corazón: The Mexican Film That Opened the Door to Empathy
A Mexican film that turned the big screen into a platform for inclusion and meaningful dialogue.
PR & Media | Red Carpet | Exclusive Interviews | Cultural Positioning Strategy
GIVING A VOICE TO A STORY THAT NEEDED TO BE HEARD
What the Heart Says was more than just another movie premiere in Mexico. It was a film with a purpose: to spark conversations around two realities that too often remain unspoken—human trafficking and autism—through a message rooted in respect and humanity.
The challenge went beyond promoting its theatrical release in April 2025. It was about communicating the film's social significance as a Mexican production that set a new benchmark by casting Sergio Valenzuela, a young actor who portrayed Kevin, an autistic child, with remarkable authenticity and sensitivity.
Our goal was to position the film as a vehicle for visibility and inclusion, encouraging both the media and audiences to reflect, empathize, and embrace new perspectives alongside producer and actress Lorena E. González, co-producer Jaime Aymerich, and a cast committed to giving voice to these important stories.
TURNING FILM INTO A SHARED CAUSE
To amplify the film's message, we developed an integrated communications strategy that transformed its Mexico City premiere into the starting point for a broader social conversation. The red carpet brought together leading national media outlets and positioned the cast as ambassadors for inclusion and hope.
We implemented a PR strategy focused on top-tier print and digital media, prioritizing exclusive interviews and editorial coverage to reinforce the film's cultural significance. Communications centered on the project's social impact and on Farmacias Similares' commitment to supporting Mexican cinema and high-impact social causes.
To expand the narrative, we worked closely with the film's key talent—including actress and producer Lorena E. González, co-producer Jaime Aymerich, young actor Sergio Valenzuela, and director René Bueno—who shared personal insights and perspectives through exclusive interviews. Their stories helped challenge stereotypes, raise awareness, and give visibility to the realities portrayed in the film.
WHEN THE STORY GOES BEYOND THE SCREEN
The release of What the Heart Says became a cultural and media movement that extended far beyond the movie theater. The campaign generated 560 media placements across print, digital, and television outlets, reaching an audience of more than 200 million people.
Exclusive interviews with publications such as Revista CLASE, El Sol de México, Milenio, Fast Company, Publimetro, and PRODU further strengthened the film's visibility and relevance.
The premiere also attracted leading national media outlets, including Grupo Fórmula, Excélsior, Publimetro, Heraldo de México, Dónde Ir, and La Jornada, generating nationwide coverage that positioned the film as an important voice in conversations around inclusion and social justice.
Beyond media exposure, the strategy ensured that the film's core message reached diverse audiences, transforming cinema into a space for collective reflection and touching the hearts of millions.
