‘DON’T SIT AND WATCH’ Campaign Launched By Juventus To Fight Violence Against Women

One in three seats turned orange, signifying the one in three women worldwide who will suffer violence during their lifetime.

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’ – a campaign which 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. 

For the Juventus-Atalanta match on November 27, 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, shown just before the whistle blew for the start of Saturday’s Juventus-Atalanta match, 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.


Agency: We Are Social

Executive Creative Director: Alessandro Sciarpelletti

Executive Creative Production Director: Daniele Piazza

Creative Director: Paulo Gonzalez, Mattia Lacchini

Senior Creative: Camilla Vanzulli

Art Director: Luigi Muraro

Editorial Supervisor: Alessandro Romeo

Editor: Federica Mordini

Head of We Are Social Sport: 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

Una produzione We Are Social Studios:

Head of We Are Social Studios: Sandro Amabili

Producer: Leopoldo Dondena

Direction: Andrea Mattia Grieco

Photographer: Viviana Bonafede

Editor: Dario Sepe

Colorist: Max Finotti

DoP: Michele Vairo

Drone Operator: Diego Orel

1st Camera Assistant: Marco Sbarra

2nd Camera Assistant: Matteo Corti

Stylist: Olympia De Molossi

MUA: Enrica Checchia

Source: We Are Social

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