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Benetton announces #UnitedByHer campaign

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Benetton announces #UnitedByHer campaign

To mark the Breast Cancer Awareness Month, Benetton India has announced a special initiative to highlight the importance of breast awareness with #UnitedByHer campaign, under the umbrella of brand’s Women Empowerment (WE) Campaign. #UnitedByHer is a special concept launched with the intent to focus on one of the most dreaded yet prevalent health hazard for women across the globe.

The campaign was launched with a video film that narrates a passionate and poignant story of a woman who uses her strength to rise up after the so-perceived fall in her life, and how her family’s constant support helped her fight the battle. This was supported by a series of events in association with Indian Cancer Society - Delhi to create awareness about breast cancer and mastectomy including distribution of awareness cards at top stores in Delhi for free check-up camp at Detection Centre of Indian Cancer Society at Connaught Place and setting-up screening camps in Village Narkola, Gurgaon for underprivileged women to support them through early detection.

Speaking about the campaign, Sundeep Chugh, CEO Benetton India Pvt. Ltd, said: “Women’s health is a paramount issue worldwide and a key message of Benetton Women Empowerment Program, a long-term initiative to support women's rights worldwide. Breast cancer is one of the biggest threats to women’s health and women across the globe are battling it on a daily basis.  The issue is very close to our hearts. The #UnitedByHer campaign is our way of shedding light on the immense physical and emotional trauma that a woman and her family goes through when diagnosed with breast cancer, the critical need of spreading awareness about the ailment and its cure, as well as highlighting the social stereotypes that need to be changed.

He added, “Our association with Indian Cancer Society- Delhi further strengthens our initiative to offer a comprehensive approach, a step beyond creating general awareness by offering medical tests to underprivileged women from neighbouring villages. The extent of help required is phenomenal, as most of the patients can’t afford even two meals a day. In such cases undergoing treatment is beyond their capacity.”

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.