The Korean brand and the women’s volleyball club join forces in a series of initiatives aimed at spreading awareness of the help signal that threatened or endangered women can use
Kgmthe Korean brand born in 2023 from the ashes of SsangYongwhose cars are now imported and distributed by ATflow, a company of the Autotorino group (which also plays the same role for Ineos and Xpeng), is linked to Numia Vero Volley Milana Lombard volleyball team registered in the Serie A1 Tigotà championship, in a project of social relevance which has as its common thread the themes of freedom, security and protection of women from gender violence. “After less than a year of operation, despite having seventy years of experience and corporate culture of the Autotorino Group behind it, Atflow felt the need to engage in social issues, identifying in sport and, in particular, volleyball a commonality of values to pursue and underline”, he explained Mattia Vanini, vice president of Autotorino and president of Atflow. Third actor of this project is Change The Gamethe first Italian third sector association that fights all forms of sexual, emotional and physical violence in the sporting context, a reality that unfortunately has an unimaginable relevance.
a concrete gesture
—
The partnership intends to go beyond a simple sports sponsorship and translates into a work of dissemination of simple gesture “Signal for help”, the silent signal (with hand raised, thumb bent and fingers closing) launched in 2020 by the Canadian Women’s Foundation to allow women to discreetly report that they are in a dangerous situation or threatening. Anyone who sees this gesture can intervene personally or ask for help on behalf of the person who is the object of the threat or abuse: unfortunately, however, studies have revealed that knowledge of this method of communication is still very limited (in Italy, on average it is understood by one person in four or five). Kgm and Vero Volley are therefore committed to spreading awareness with the “The winning scheme” campaign which uses tools such as a video specially created by the players and their testimony on the playing fields, as has already happened on November 30, 2025 during a Serie A match played by Numia Vero Volley Milano. In the film and on the field the athletes of both teams they replace the gestures they usually make with one hand behind their back with the “Signal for help”. to communicate to their teammates the game plans they intend to follow, repeating it several times and ensuring that it is retransmitted on the pitch’s video walls. To this gesture is added, with the same purpose, the SOS flashing implemented with car headlights (short-short-short/long-long-long/short-short-short), exemplified in turn to the audience of the event. “We chose women’s volleyball to convey these messages – explains Luca Ronconi, general director of Kgm Italia – considering it a healthy sport, engaging and imbued with the values in which we recognize ourselves, starting from the defense against the abuses that can arise in the social context and, unfortunately, also in the sporting context”.
Give the gift of adrenaline at Christmas: choose a driving experience on the track with a supercar starting from €49
long term
—
The project, which started with these initiatives and which saw it come to the forefront upon its presentation the Serie A volleyball players Eleonora Fersino and Rebecca Piva, supported by the president of the Vero Volley Consortium Alessandra Marzari and the co-founder of Change The Game Daniela Simonettienvisages a series of further steps, such as the diffusion of the commercial in airports and in the Milanese metro until December 27th; in the meantime, it has also materialized in donation of a Kgm Tivoli to the association Change The Gamewho will use it for his social activities. A second KGM will be auctioned next spring and it will be completely special: in addition to the reproduction of the Sign for helpin fact, it will have the signatures of all the players of the Vero Volley consortium on the bodywork. Half of the proceeds from the auction will be allocated to the Change The Game association to support projects to combat violence and training courses, while the other half will be used in awareness-raising activities promoted by Kgm and Vero Volley, with the aim of spreading a culture of protection of women in sport. From 4 to 6 May, the Monza Arena will host an important event dedicated to the themes of social responsibility and youth hardshipat which all the local associations working in this field will be present with their own stands; the event will be completed by some shows, one of which will be curated by the kids from San Patrignano.
© ALL RIGHTS RESERVED