The campaign, conceptualised by Creativeland Asia, intends to start a movement of men acknowledging and celebrating women as equal partners and giving them equal rights in everything
BestMediaInfo Bureau | Mumbai | February 15, 2017
In a country still plagued by female infanticide, dowry deaths and other acts of cruelty against women, United Colors of Benetton has come out with a campaign that advocates equals rights for women in all spheres of life.
#UnitedByHalf is not only a call for equal opportunities for women in all walks of life but it also urges men to acknowledge the other half of the country or rather the world and accept them as equal partners. The campaign was launched in the presence of actress Kalki Koechlin. A panel discussion was also a part of the campaign launch that was presided over by actors Gul Panag, Kalki Koechelin and Purab Kohli; Meghana Bhat, Chief Strategy Officer, Scoopwhoop Media; and Sundeep Chugh, CEO, Benetton India Pvt Ltd.
Conceptualised by Creativeland Asia, the campaign is a montage of women, both old and young, from different walks of life and from different parts of the world. They are shown paying the bill, asking for equal pay, doing things considered a man’s job like changing tyres, among others. A voice runs in the background for the entire duration of the film asking for equal spaces, equal opportunities for education, etc. The campaign ends with a call for action asking everyone to unite to reclaim the half that has been denied to women.
Speaking about the campaign, Chugh 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!”
Emphasising the need for 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.”
Client: United Colors of Benetton
Agency: Creativeland Asia