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The Winning Play
Only about one in five people in Italy recognise the Signal for Help, the silent hand gesture (palm out, thumb tucked in, fingers folded down over it) that lets someone ask for help without saying a word. For November, the month dedicated to fighting violence against women, KGM used its partnership with Numia Vero Volley Milano to teach it to a whole arena. Volleyball players already talk to each other in coded hand signals, so the gesture fitted naturally into the game. At a Serie A1 match at the Allianz Cloud, players from both teams lined up under the net as if calling a play. Instead they flashed the Signal for Help again and again, interrupting the match, while cameras put it on the big screens and commentators explained it live. At an earlier Champions League night in Monza, KGM SUVs flashed their headlights in the SOS pattern while fans learned the gesture.