Creativeland Asia wins Silver at Clio Fashion & Beauty Awards for #UnitedByHalf
Through the campaign, Benetton ignited a conversation demanding gender equality, envisioning a world where not only women demand equal half but men too champion the cause. 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. The result was 55,000 pledges, 4.65 million website visits and 2 million engagements
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.
Sundeep Chugh
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
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.”
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