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On the occasion of the International Day for the Elimination of Violence Against Women, Betsson Sport, in collaboration with Volley Millenium Brescia and Casa delle Donne, launched an impactful video project in Italy titled “Quello che non è normale (What isn’t normal).” The initiative highlights the widespread issue of violence against women and demonstrates how sport can be a powerful platform for empowerment, resilience and awareness.
The project features Beatrice Parrocchiale, European gold medallist in 2021 with the Italian national team, current captain of Valsabbina Millenium Brescia and Knight of the Italian Republic. In the video, Beatrice is approached by a fan who shares her personal story, sparking a conversation about the realities of gender-based violence and the importance of raising awareness. Casa delle Donne provided a real, contemporary story to inspire the video.
This initiative was designed to challenge the dynamics of gender-based violence, highlighting not only physical aggression but also the often-overlooked psychological abuse. Through compelling visual storytelling, Betsson Sport and Volley Millenium Brescia demonstrate how sport can act as a catalyst for empowerment by providing strong examples of independence, courage and resilience.
A crucial part of the project’s development was the collaboration with the Casa delle Donne, a long-standing organisation in Brescia dedicated to supporting, protecting and assisting victims of violence. The centre provides safe, discreet and professional assistance through a team of lawyers, psychologists, educators, mediators and social workers, ensuring that no woman faces these challenges alone.
The initiative aims to raise national awareness and reinforce that true normalcy never tolerates oppression, but instead foster respect, empowerment and the freedom for everyone to be themselves.
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