Benetton speaks up for Women’s Safety and Gender Equality in India
Reaffirming its commitment to tackle gender inequalities, United Colors of Benetton has successfully launched its new campaign – #UnitedByDonts. The campaign echoes Benetton’s commitment to India as a strategically important market. Promoting gender equality and women’s safety as the priority for India, Benetton is executing key elements of its global sustainability roadmap, the Women Empowerment Program, a long-term Benetton Group sustainability program aimed at supporting the empowerment of women worldwide
Benetton has identified five key priorities for gender equality – sustainable livelihood, non-discrimination and equal opportunities, quality education, access to healthcare and Combating violence.
Taking a cue from India’s diverse culture, this campaign is divided into phases and focuses on the most pertinent and high priority issues being faced in the country today: Women’s Safety and Gender Equality. #UnitedByDonts is the first leg of the campaign that aims to break stereotypes regarding women’s safety and well-being in India. #UnitedByDonts is a concept launched with the intent to focus on one of the most relevant women’s rights issues in India today.
The campaign aspires to mobilize women to reclaim their rights and the streets they work and walk in, so that they can move about the city without fear of being harmed. The idea is to highlight the need for genuine equality for women and a safer environment that does not restrict them through taboos defined by society.
Speaking about the campaign, Mr. Sundeep Chugh, CEO, Benetton India Pvt. Ltd, said, “Women’s safety and gender equality are issues very close to our hearts and we promote them also through the Benetton Women Empowerment Program, a long-term initiative to support women’s rights worldwide. The #UnitedByDonts campaign is our way of reiterating the critical and urgent need for women’s safety and gender equality in the country. We have successfully launched the first phase of the campaign, which seeks to address the root cause of these issues – the widespread misconception in our society that women are somehow a ‘weaker’ sex. We must change the mind set of society and celebrate women, whose inner strength is vital for making this world a safer place.”
Benetton Group is one of the best-known fashion companies in the world, present in the most important markets with a network of about 5,000 stores. A responsible group that plans for the future and lives in the present – with a watchful eye to the environment, to human dignity, and to a society in transformation – the Group has a consolidated identity comprised of colour, authentic fashion, quality at democratic prices and passion for its work. These values are reflected in the strong, dynamic personalities of the United Colors of Benetton and Sisley brands.
United Colors of Benetton’s commitment to social issues has always been a central feature of the brand that, through its communications campaigns and collaborations with leading non-profit organizations, makes the public reflect on social issues of universal relevance.