UN & United Colors of Benetton Launch Ad Campaign to Fight Female Discrimination
Fashion retailer United Colors of Benetton has today kick started a fresh ad campaign which, in partnership with the United Nations, centres on supporting International Day for the Elimination of Violence Against Women.
The global campaign seeks to raise awareness of discrimination and abuse against women, as well as highlighting the need for prevention programmes.
Launching today (25 November), the TV ad features a gathering of men 'stoning' a woman with flower petals. Additionally, Benetton will use a newly launched online platform, called Unhatenews and created in conjunction with the UN'S Public Information arm, to give 18-30 year olds the opportunity to upload their views on issues about terrorism, human rights and women's rights.
The top ten submissions on the Unhatenews platform will be turned into sustainable projects which will commence in 2015.
Head of Social Engagement Campaigns of Fabrica (Benetton Group's communications research centre) and Creative Director of the new campaign, Erik Ravelo, commented: "We have always focused on socially responsible communication initiatives and were happy to lend our creativity as part of efforts to raise awareness on the issue of violence against women - we chose a flower instead of a stone to say no to a human rights violation that causes permanent physical and emotional scars and that is reflected in all social classes."