United Colors of Benetton has an incredible message to share with the world for Wednesday’s International Women’s Day. It’s asking women all over the world to unite and fight to be seen as an equal gender.
The “United by Half” campaign, from Creativeland Asia, originally debuted in India on Valentine’s Day. After it received an overwhelmingly positive response in India—racking up over 7.7 million views on YouTube in less than a month—the fashion brand decided to take its message of gender equality and spread it globally.
“This was originally designed for the Indian market so it specifically was focused on a social issue that is everywhere, but most specifically topics that are absolutely super huge in India,” Gianluca Pastore, worldwide communications director for United Colors of Benetton, said. “This year we have understood that probably could be used as a kind of icon for our program, the Benetton Women empowerment program.”
“Women have been denied their half for far too long. Let us unite for the equal half,” the ad says.
Throughout the ad, Indian women display their strength in various scenarios, whether it’s a young girl beating a boy in an arm wrestling match or a woman quitting a job on the hunt for equal pay.
The campaign also includes an online component where women can go online and “pledge for half.” The idea behind the pledge, and the campaign overall, is that no gender is greater than the other. Both men and women deserve an equal half of the equation when it comes to their careers, families and education.
“We want to make people aware of our Benetton women empowerment program. We want to go from just a social awareness campaign to social commitment,” Pastore added. In the past, Benetton has linked up with organizations such as the UN to create work designed to end violence against women.
Creative Agency – Creativeland Asia
Production House – Oink Films
Still Shoot Photographer – Suresh Natrajan