United Colors of Benetton in support of UN Women

by Wednesday, November 26, 2014

0_10152437333501905_2512462553514387402_n To raise awareness and trigger action to end violence against women and girls, the UNITED NATIONS observes the International Day to End Violence against Women from 25th November. The 16 Days of Activism against Gender Violence, which follows from 25th November to 10th December, are a chance to mobilize and raise awareness. This year, the theme is #orangeurhood in#16days! Learn more and show your support: HERE

United Colors of Benetton in support of UN Women

The goal of the campaign by United Colors of Benetton, devised and created by Fabrica, is also to advocate international awareness of the need for concrete actions to support women and prevention programs, beginning with efforts to promote an education for young men and women that develops a culture based on recognition, respect for difference and equal opportunities.

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By choosing to overturn the cliché of “do not hit even with flowers”, United Colors of Benetton and UN Women – with passion and a bit of poetry – call for ending all forms of discrimination and abuse. The global campaign, centered around an image and online videos published by the international press and on social networks, seeks to remind the world that women should no longer have to put up with discomfort, suffering or a life of misery: they should be able to choose to be themselves and not what their partners, men, religion or society would like them to be.

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A group of men “stoning” a woman with flower petals: this is the powerful and surprising symbol-image of the new campaign by United Colors of Benetton in support of UN Women, the United Nations agency that promotes gender equality and empowerment of women, on occasion of the UN International Day for the Elimination of Violence Against Women, on 25th November.

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The campaign takes United Colors of Benetton‘s communications down a new and unconventional path, symbolically representing the deconstruction of stereotypes and prejudices, calling for an end to the culture of violence – even in its underlying values – and strongly affirming that men and women should have equal rights and opportunities in society and in life. It also seeks to highlight the urgent need for men and women to think and act together because, in the words of the Nobel Peace Prize winning author Elie Wiesel: “Neutrality helps the oppressor, never the victim. Silence helps the tormentor, never the tortured.”

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The 16 Days of Activism against Gender Violence ending on 10th December, Human Rights Day. This year, the UN Secretary-General’s UNiTE to End Violence against Women campaign invites you to “Orange YOUR Neighbourhood”, with the color designated by the UNiTE campaign to symbolize a brighter future without violence. Organize events to orange your local streets, shops and schools! – See more: HERE


CREDITS

BENETTON Agency Trieste – PRESS, Fashion & Corporate

UNHATE BENETTON Foundation – Benetton Group

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