Creativeland Asia, one of the leading independent communication companies, won a Silver at the CLIO Fashion & Beauty Awards (Social Good) for United Colors of Benetton’s #UnitedByHalf campaign. The campaign first aired in India on Valentine’s Day and received an overwhelming response. Following which, Benetton released it globally on International Women’s Day.
Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia Group said, “With the #UnitedByHalf campaign, the Benetton India team rolled out a movement that seeks to involve both men and women in achieving equality of both genders in India. It was heart-warming to see the response to the campaign when we launched it – both in India and across the globe. What I’m really proud about is that true to the Creativeland way, this Silver has been won on a real piece of work on a global brand like Benetton.”
On winning the award, Sundeep Chugh, Chief Executive Officer and Managing Director, Benetton India said, “The WE Program (Women Empowerment Program is a long-term, Benetton Group sustainability program aimed at supporting the empowerment of women worldwide. The #UnitedByHalf campaign was a part of this, and our way of changing society’s perspective, celebrating women as equal partners, and actively standing for her right to an equal life. It helps a lot when a campaign such as this is appreciated at a global awards platform such as the CLIO Fashion & Beauty Awards and we hope that people will continue supporting and promoting the idea of Women Empowerment.”
Through #UnitedByHalf, Benetton started a conversation on gender equality. Envisioning a world where women demand their equal half, the campaign called on not only women,
but also men to champion the cause. It focused on three issues: girl child education, gender
wage gap and the career-family trade-off.