Fashion brand, United Colors of Benetton, has launched a global campaign, in collaboration with the United Nations Population Fund (UNFPA) and the Bill & Melinda Gates Foundation, to protect women from unintended pregnancies.
Findings from UNFPA report say that 214 million women lack access to modern contraceptives; in 2016, an estimated 770,000 girls, some as young as ten years old, became mothers, with devastating effects on their health and future; also in countries such as South Africa 25% of all young women leave school because of unwanted pregnancies.
The 'Power Her Choices' campaign hopes to raise awareness about global access to birth control and gain additional partners and signatories to this global commitment. Created by Fabrica, Benetton Group’s in-house communication centre, the campaign aims at reaching out to women and girls across the globe, especially in developing countries, to empower them to be able to take control of their lives and have access to contraceptives. The campaign aims to provide 120 million women with access to modern contraception by the end of 2020.
The ‘Power Her Choices’ campaign also features strong imagery such as a light bulb shaped like a womb and a video that shows bulbs flashing poignant phrases such as “I am pregnant” and turning the words to “I am not ready to be pregnant”. GIFs from the video are also being distributed on social media.
It’s the second women’s empowerment campaign from Benetton this year. Earlier this spring, it made a splash with its global “United By Half” ad, a gender-equality effort linked to International Women’s Day.