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...