As the colour orange was associated with Yushchenko’s opposition party, it rallied and united the protesting ‘mass’ and conveyed the univocal message of resistance to the ruling party. Local people and international audiences could easily grasp its conventional and symbolic meaning and its connection with the protest against the ruling power.
However, as the colour orange does not convey the same meaning outside Ukraine, its use for similar actions elsewhere failed to capitalise on its strong protest symbolic power. Its success has either been insignificant like the Movimento Arancione (Orange Movement) in Italy (Ferrara 2013) , or its association with specific social issues remains limited or unknown (e.g. National Gun Violence Awareness Day and End Violence Against Women Campaign).
Scroll down to learn more about strenghts and limits of this action, or discover our analysis of the other three case studies.