United Colors of Benetton bets big on ‘femvertising’

  • The global fashion brand has recently released an ad film called ‘#UnitedByHalf’.
  • It has taken up ‘equality of women’ in its latest integrated campaign.
  • The differentiating factor of the campaign is its appeal to society as a whole and the fact that it celebrates equality.
  • The brand has been working upon five key priorities for gender equality: sustainable livelihood, non-discrimination and equal opportunities, quality education, access to healthcare and combating violence.
  • UCB has attached a clear call to action by asking people to pledge for ‘United By Half’ via a microsite.
  • The campaign was launched on digital platforms such as YouTube and Facebook, but is running on television as well.
Source: http://bit.ly/2kRdSv5

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