Juventus turns seats orange in support of Elimination of Violence Against Women

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Juventus in collaboration with We Are Social Milan are to mark International Day for the Elimination of Violence Against Women by creating ‘Don’t Sit and Watch’.

The campaign involved turning one in three seats in the Allianz Stadium orange, representing the one in three women who endure violence in their lifetime – to inspire people to take positive action to end violence against women.

Juventus tackles violence against women

For the Juventus-Atalanta match on 27 November, the club coloured a third of the stadium’s seats in orange, the colour used for the international day which kicks off ‘Orange the World: END VIOLENCE AGAINST WOMEN NOW!’ – 16 days of international activism against violence against women and girls, which is promoted by the UN and has run annually for the past 30 years. 

To turn the seats orange, seats were fitted with orange signs bearing the campaign’s plea: ‘Don’t Sit and Watch’ alongside a QR code that once scanned explains the initiative.

The campaign’s launch video (adove) was shown just before the whistle blew for the start of Saturday’s Juventus-Atalanta match.

It portrays some players – including Giorgio Chiellini, Cristiana Girelli, Enzo Barrenechea and Maddalena Nava – as they transform the stands of Allianz, inviting all fans to take action to change the numbers related to gender violence. 

Viewers can visit juventus.com/dontsitandwatch to take part in the initiative together with the club.