Benet­ton launches cam­paign to power women’s choices

ArabAd - - AD SPOT -

United Colors of Benet­ton, has launched a global cam­paign, in col­lab­o­ra­tion with the United Na­tions Pop­u­la­tion Fund (UNFPA) and the Bill & Melinda Gates Foun­da­tion, to pro­tect women from un­in­tended preg­nan­cies.

Find­ings from UNFPA re­port say that 214 mil­lion women lack ac­cess to mod­ern con­tra­cep­tives; in 2016, an es­ti­mated 770,000 girls, some as young as ten years old, be­came moth­ers, with dev­as­tat­ing ef­fects on their health and fu­ture; also in coun­tries such as South Africa 25% of all young women leave school be­cause of un­wanted preg­nan­cies.

The ‘Power Her Choices’ cam­paign hopes to raise aware­ness about global ac­cess to birth con­trol and gain ad­di­tional part­ners and sig­na­to­ries to this global com­mit­ment. Cre­ated by Fabrica, Benet­ton Group’s in-house com­mu­ni­ca­tion cen­tre, the cam­paign aims at reach­ing out to women and girls across the globe, es­pe­cially in de­vel­op­ing coun­tries, to em­power them to be able to take con­trol of their lives and have ac­cess to con­tra­cep­tives. The cam­paign aims to pro­vide 120 mil­lion women with ac­cess to mod­ern con­tra­cep­tion by the end of 2020.

The cam­paign fea­tures strong im­agery such as a light bulb shaped like a womb and a video se­ries that shows bulbs flash­ing poignant phrases such as “I am preg­nant” and turn­ing the words to “I am not ready to be preg­nant”.

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.