Benetton: #UnitedByHalf

Fashion brand United Colors of Benetton used its support of women's rights worldwide to introduce the #UnitedByHalf campaign in India and shape perception that Benetton valued issues that mattered to customers.

Campaign details

Advertiser: BenettonBrand: BenettonAgency: PR PunditCountry: India

Background

  • United Colors of Benetton pursues a long-term Women Empowerment (WE) Program to support women's rights worldwide.
  • In a survey conducted by the brand in 2016, 28% of the millennial audience identified women's issues as the most important issue that matters to them.
  • UNDP's human development report ranks India 125th of 159 countries in the gender inequality index.
  • Hence, United Colors of Benetton decided to campaign for gender equality on the occasion of Women's Day 2017 through #UnitedByHalf.

Challenges

  • The challenge was to...

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