Milan, 3 May 2024 – On the occasion of Milan-Genoascheduled for Sunday 5 May 2024 and valid for the 35th matchday of Serie A, Fondazione Milan launches “Your Own Path”, a 5×1000 campaign that calls together the entire Rossoneri family to support the projects developed in Italy and around the world by the Rossoneri charityindicating the tax code 97340600150 in the designated space of the tax return, with the aim of helping thousands of young people to search for their talent and their own path, on the playing field as in life.
The campaign revolutionizes Fondazione Milan’s communication approach, adopting a innovative digital language which, through an explosion of colors, animations and engaging illustrations, invites the entire AC Milan community to unite in its diversity, celebrating the uniqueness of each individual and the strength of teamwork in order to be protagonists of change and achieve goals together municipalities of solidarity and inclusion.
“Your Own Path” will be a protagonist at San Siro already in pre-match of Milan-Genoawhen 40 volunteers will wear a special t-shirt bearing the campaign claim and the tax code to which they will allocate their 5×1000 in order to support the Milan Foundation programs, distributing dedicated cards to all fans, which will also be present in the hospitality areas of the stadium . Before kick-off, young male and female footballers from the Rossoneri Academies will tour the pitch, showing the public in the stands two banners with references to the campaign, which will also be present on the pitchside LEDs and on the stadium’s giant screen, where the official 5×1000 advert of the Milan Foundation will be played. L’attention to the campaign will continue in the two matches against Cagliari and Salernitanaat the end of the sports season: the visual identity of “Your Own Path” will personalize the tickets issued to access the stadium for the last three home matches.
The donations of 5×1000 will be used to support the Sport for All and Sport for Change programs of the Milan Foundation, who use sport as a tool for inclusion and social redemption for young people with disabilities or from disadvantaged social contexts. In the current season, for example, the Sport for All program supported the implementation of projects in Milan, Reggio Emilia and Messina for the promotion of integrated sport and a culture of inclusiveness. The Sport for Change program has reached five continents – Africa, Asia, Europe, North America and South America – which uses football as a tool for social inclusion by encouraging the creation of training and sporting courses, for the reintegration and empowerment of women, as well as the creation of protected environments in which to play and grow safe from violent or complicated contexts.
In over twenty years of activity, thanks to the many donors and the contribution of the professionals of the Rossoneri family, Fondazione Milan has implemented around 250 projects in Italy and in 23 other countries around the world, allocating more than 12 million euros to social projects, generating an impact on the lives of over 100,000 young people.
