Creativeland Asia won a Silver at the Clio Fashion & Beauty Awards (Social Good) for United Colors of Benetton’s #UnitedByHalf campaign. The campaign was first aired in India on Valentine’s Day and received an overwhelming response. Benetton released it globally on International Women’s Day.
Through #UnitedByHalf, Benetton ignited an audacious conversation demanding gender equality. Envisioning a world where women demand their equal half, the campaign called on not only women, but also men to champion women’s equality. Focusing on three issues: girl child education, gender wage gap and the career-family trade-off, people shared stories and uploaded a #Halfie to pledge their support. As a result of the campaign, India started waking up to the demands of the equal half. #UnitedByHalf received 55,000 pledges, 4.65 million website visits and 2 million engagements.
On winning the award, Sundeep Chugh, Chief Executive Officer and Managing Director, Benetton India, said, “The WE Program (Women Empowerment Programme) is a long-term, Benetton Group sustainability programme aimed at supporting the empowerment of women worldwide. The #UnitedByHalf campaign was a part of this, and our way of changing society’s perspective, celebrating women as equal partners, and actively standing for her right to an equal life. It helps a lot when a campaign such as this is appreciated at a global awards platform such as the Clio Fashion & Beauty Awards and we hope that people will continue supporting and promoting the idea of women empowerment.”
Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia Group, said, “With the #UnitedByHalf campaign, the Benetton India team rolled out a movement that seeks to involve both men and women in achieving equality of both genders in India. It was heart-warming to see the response to the campaign when we launched it – both in India and across the globe. What I’m really proud about is that true to the Creativeland way, this Silver has been won on a real piece of work on a global brand like Benetton.”
Clio Fashion & Beauty Awards: Social Good: Silver Winner – #UnitedByHalf