Campaign details

Advertiser: Benetton
Brand: Benetton
Agency: PR Pundit
Country: India

Background

  • United Colors of Benetton pursues a long-term Women Empowerment (WE) Program to support women's rights worldwide.
  • In a survey conducted by the brand in 2016, 28% of the millennial audience identified women's issues as the most important issue that matters to them.
  • UNDP's human development report ranks India 125th of 159 countries in the gender inequality index.
  • Hence, United Colors of Benetton decided to campaign for gender equality on the occasion of Women's Day 2017 through #UnitedByHalf.

Challenges

  • The challenge was to develop a bold PR approach, with purposeful messaging to reach urban audiences; to rise above the clutter of empowerment campaigns by various brands on the occasion of Women's Day.
  • Women empowerment is a topic that has been spoken about extensively in the country, therefore the campaign required an innovative approach to make an impact.
  • Limited budgets demanded an organic approach to maximize awareness.

Insight

  • A unique holistic PR campaign with a strong voice was necessary to engage and connect with urban millennial, both men & women.
  • Identifying the right social & digital influencers was the key task at hand to help cascade the campaign far & wide, including strategic collaborations with partners to garner eyeballs and digital traction.

Objectives

Promote