A new campaign from Italian football giants Juventus called ‘Don’t Sit And Watch’ sees the club support the UN’s International Day for the Elimination of Violence Against Women by turning one-in-three seats in the club’s Allianz Stadium orange to represent the one in three women who endure violence during their lifetime.
Created in collaboration with agency We Are Social Milan and timed to roll out to mark International Day for the Elimination of Violence Against Women on 25 November, the objective of the cause initiative was to inspire people to take positive action to end violence against women.
Culminating around the Juventus v Atalanta match on 27 November, the club coloured a third of the stadium’s seats orange: the signature colour of the UN’s international day which kicks off ‘Orange the World: End Violence Against Women Now’ – a 16-day campaign of international activism against violence against women and girls promoted by the UN and run annually for the past 30 years.
The club turned the seats orange by fitting them with orange signs bearing the campaign’s plea: ‘Don’t Sit and Watch’ along with a QR code which fans could scan to connect to a website to learn more about the initiative.
A shocking 736 million women are subjected to physical or sexual violence annually, according to a World Health Organization 2021 report and such frightening, unacceptable statistics drive home the reality that no-one is exempt from merely standing by and watching.
To further amplify the initiative, Juventus and We Are Social produced a campaign video which explains the initiative and which features first team stars Giorgio Chiellini and Cristiana Girelli, with under-23 captain Enzo Barrenechea, women’s under-19 star Maddalena Nava and a team of Juventus employees.
The hero 80-second social spot was shown on the stadium’s giant screen ahead of kick-off and posted across the club’s digital and social channels on 25 November where it also aims to drive viewers to visit juventus.com/dontsitandwatch to take part in the initiative.
1 in 3 women, globally, are subjected to violence.
This frightening number will be there for all to see on November 27, during #JuveAtalanta, through our coloured orange seats. #DontSitAndWatch #OrangeTheWorld
— Juventus Women (@JuventusFCWomen) November 25, 2021
The initiative’s spearhead spot was helmed by Director Andrea Mattia Grieco and was created and executed by a team at We Are Social.
The agency team included with Executive Creative Director Alessandro Sciarpelletti, Executive Creative Director Daniele Piazza, Creative Director Paulo Gonzalez, Creative Director Mattia Lacchini, Senior Creative Camilla Vanzulli, Art Director Luigi Muraro, Producer Leopoldo Dondena, with Editorial Supervisor Alessandro Romeo, Editor Federica Mordini, Head of We Are Social Spor: Mirco Bertola, Account Director Andrea Savi, Account Manager Andrea Cossalter, Account Executive Nina Marti, Senior Content Writer Stefano Porta, Research & Insight Director Matteo Starri, Senior Research & Insight Analyst Biagio Bleve, Senior Research & Insight Analyst Maddalena Zilio, Head of We Are Social Studios Sandro Amabili, Photographer Viviana Bonafede, Editor Dario Sepe, Colourist Max Finotti, Drone Operator Diego Orel, 1st Camera Assistant Marco Sbarra, 2nd Camera Assistant Matteo Corti, Stylist: Olympia De Molossi and MUA Enrica Checchia.
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As in previous years, the 2021 iteration of the United Nation’s backed ‘International Day for the Elimination of Violence Against Women’ launched 16 days of activism concluding on 10 December 2020 (International Human Rights Day) with many public and private events coordinated around the world including a set of iconic buildings and landmarks around the world being ‘oranged’ to highlight the need for a violence-free future.
To raise awareness, this year’s theme is “Orange the World: End Violence against Women Now!” with orange acting as a color to represent a brighter future free of violence against women and girls.
This campaign, led by the UN Secretary-General and UN Women since 2008, aims to prevent and eliminate violence against women and girls around the world, calling for global action to increase awareness, promote advocacy and create opportunities for discussion on challenges and solutions.
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