Research has shown that one in three women will experience violence in their lifetime. The ‘Don’t Sit and Watch’ campaign visualises this statistic as famous sporting stars turn one in every three seats in the Allianz Stadium orange. 

Focusing on the powerful visuals, the video shows clips of stars including Giorgio Chiellini, Cristiana Girelli, Enzo Barrenechea and Maddalena Nava turning one in every three seats of the stadium orange. Impactful statistics then appear on screen, ‘41,507 seats. If this stadium hosted only women 13,835 would be victims.’

The launch video worked to demonstrate the football club’s support for the wider international campaign, which is promoted by the UN and has worked to end violence against women and girls for over 30 years.

The campaign was filmed before the Juventus vs Atalanta match on 27 November. Each orange seat is fitted with a sign reading ‘Don’t Sit and Watch’ alongside a QR code that explains the initiative in further detail when scanned.

Find further information about the initiative here.