United Colours of Benetton partners with UN Women for campaign (Video)

United Colours of Benetton has partnered with UN Women to create a campaign in an effort to end abuse against women. The ‘Orangeurhood’ campaign ad features men throwing petals at a kneeling woman.

Benetton has also launched its Unhatenews site, developed in collaboration with the UN department of public information. The site asks young people to upload clips showing the news they wish would come true.

Erik Ravelo, art director at Benetton’s agency Fabrica, told Marketing Week:

“We have always focused on socially responsible communication initiatives and were happy to lend our creativity as part of efforts to raise awareness on the issue of violence against women. We chose a flower instead of a stone to say no to a human rights violation that causes permanent physical and emotional scars and that is reflected in all social classes.”