United Colors of Benetton campaign 'One woman for all. All women for one'
United Colors of Benetton celebrates International Day for the Elimination of Violence against Women with a brand new campaign - focusing on equal opportunities and non-discrimination - and featuring a limited edition orange dress, whose proceeds will be entirely donated to UN Women
"One woman for all. All women for one." This is the message of the new United Colors of Benetton campaign, launched on November 25th, on the occasion of the UN International Day for the Elimination of Violence against Women. It is an important statement that fits with the Italian brand’s new sustainability strategy, focused on the empowerment of women worldwide.
The campaign shows three young women, each ready to perform a wide range of occupations – from doctor to artist, from student to athlete, from soldier to mother– that all women should be able to pursue and master during their lifetimes, according to the principle of equal opportunities for all women and men in the world.
A woman wearing an orange dress stands out at the center of each campaign image - a call both for unity in the fight for gender equality and a reference to Orange the World, a 16-day
s campaign by the United Nations – started on November 25th - that will act as a call to action against gender-based violence.
This campaign is not just kind. It is necessary. Today one in three women experience some form of physical or sexual violence, often perpetrated by their intimate partners. Some 700 million women were married when they were under 18, almost one third of them before turning 15. Just over 130 million girls and women have experienced some form of genital mutilation.
These are not just human rights violations. They are the most visible outcomes of a silent form of gender discrimination that interferes with the progress of our societies: in fact, violence against women makes it more difficult to eradicate poverty, combat the spread of HIV/AIDS and attain peace and security. Non-discrimination is, therefore, a key goal on the way to end gender-based violence.
The orange dress featured in the campaign, a garment that is also part of A Collection Of Us by Benetton and is on sale only on benetton.com, starting November 25th. The proceeds will be entirely donated to UN Women, the UN agency for gender equality and women empowerment and a partner of United Colors of Benetton, which in 2014 already developed a powerful campaign to raise awareness about gender-based violence.
This year, Benetton Group decided to reinforce its commitment to improve women’s lives by starting its own Women Empowerment Program. This is a long-term sustainability program aimed at supporting the empowerment of women worldwide by funding initiatives that can help them attain the five priorities identified by the UN's recently launched Sustainable Development Goals: sustainable livelihood, non-discrimination and equal opportunities, quality education, healthcare and the end to all forms of violence.
The Women Empowerment Program is implemented by UNHATE Foundation, Benetton’s foundation that fights all forms of hate and discrimination - especially among the youngest generations - through art projects aimed at generating positive social change.
The 2015 Orange Days campaign was created by Erik Ravelo, Director of Social Campaigns at Fabrica, Benetton's communications and design research center.