United Colours of Benetton has rolled out a campaign '#UnitedByHalf' through which it looks to push gender equality and women empowerment. A film conceptualised by Creativeland Asia is part of the campaign.
The film shows women in different walks of life, claiming that they don't want to be known as 'better halves' or 'weaker halves', but all they want is their 'half'. The film pushes for women's equality whether it's about space, pay, opportunity for education, opportunity to make decisions and more. The voice over says 'women have been denied their half for far too long. Let us unite for the equal half."
Sundeep Chugh, CEO, Benetton India, said, “Women’s safety and gender equality are issues very close to our hearts and we promote them through the Benetton Women Empowerment Program, a long-term initiative to support women's rights worldwide. We believe women in India are still struggling to claim their equal rights. In the plan of happiness for a successful relationship, man and woman play equally powerful and important roles. The #UnitedByHalf campaign is our way of changing the mind set of society and celebrate women as equal partners, and actively stand for her right to an equal life. Women from all classes and societies would be able to relate to it as this is about inspiring women to question the limits they have been conditioned into accepting and challenge status quo. It is time to unite with love and equality!”
Sajan RaJ Kurup, founder and creative chairman, Creativeland Asia, said, “No matter how much we deny it, this world won’t be a better place till women and men are treated as equals by one and all. Be it at home, or school, or the workplace. The #UnitedByHalf campaign is an effort towards a better world, and we are proud to be working with Benetton on this journey.”
Benetton has also partnered with Project Nanhi Kali, an initiative that supports the education of underprivileged girls. Benetton will provide academic support in the form of before or after school classes where trained tutors will facilitate learning. Also, each girl child will receive a kit comprising of a school bag, shoes, socks, stationery, undergarments, hygiene material and other essentials that help a girl go to school with dignity. Social support will also be provided.