In 2022, despite high rates of crimes against women and gender inequality in Azerbaijan, societal barriers made it difficult to discuss women's rights publicly. A unique campaign was launched involving the popular football club, Neftchi FC, to promote positive masculinity and speak against violence towards women. The club wore orange jerseys (symbolizing a brighter future free from violence against women and girls) and vocalized anti-violence messages. This unexpected approach created significant awareness, leading to 18 million media impressions, 314k USD in earned media, and 2 million engagements, while also securing the support of prominent journalists and celebrities.