Childbearing should always be safe, even in emergencies. This is the message that UNFPA, the United Nations Population Fund, and United Colors of Benetton are shouting out as they launched a joint campaign, “Safe Birth Even Here”, at the World Humanitarian Summit that recently took place in Istanbul.
The campaign aims to make women’s health, safety and dignity a global humanitarian priority and mobilise action and funding to support women’s health in all humanitarian operations worldwide. Today, 75 percent of the world’s people affected by crises are women and children. When disaster strikes, women face increased risks to their health and well-being, due to loss of medical support, trauma, malnutrition and violence. Their vulnerability is even higher in times of pregnancy: three in five maternal deaths occur in countries affected by, or prone to, conflict or natural disaster.
Starting from 2016, Benetton Group has focused its sustainability actions on achieving gender equality and empowering women worldwide. The company's commitment to social issues has always been central for the brand that, through its communications campaigns and collaborations with leading non-profit organisations, makes the public reflect on social issues of universal relevance.
The creative and promotional elements of “Safe Birth Even Here” were conceived and produced by Fabrica, Benetton’s communications research centre, under the auspices of the Women Empowerment Programme. The campaign features one image and one 30-second video in which a baby is delivered into a scene of utter devastation, the message being that childbirth should be safe everywhere. Besides creating awareness of the health needs of women and girls, especially in crises, “Safe Birth Even here” also aims to raise funds for health supplies, which can be donated through the “Safe Birth Even Here” website.