Benetton has launched a new global campaign focused on promoting gender equality to co-incide with International Women’s Day which takes place tomorrow (8 March).
The Italian brand has a long-held reputation for provocative advertising to raise awareness of global issues and the latest “United by Half” campaign is no exception.
It was initially launched in India in February for Valentine’s Day, but is now being rolled out globally. At the heart of the campaign is a film showing men and women (and girls and boys) in equal partnerships, which challenges some of the assumptions and social expectations, particularly in developing nations, about the male/female relationship.
The film forms part of a wider Women Empowerment Program which Benetton launched in 2015 and which covers issues such as equal opportunities, education, healthcare and violence against women.
Benetton’s past campaigns have focused on promoting issues such as racial equality and AIDS awareness. Arguably its most famous past campaign was the 1991 ad, dubbed La Pieta, which showed AIDS activist David Kirkby dying while surrounded by his family (who approved the campaign).
Read our 2016 feature on the Italian brand’s best and most controversial campaigns here.