Benetton Group launches ‘Power her Choices’ campaign

A new global family planning campaign was launched today at The London Summit on Family Planning together with United Colors of Benetton and UNFPA, United Nations Population Fund. The campaign, named ‘Power Her Choices’, has been released globally in an attempt to protect women from unintended pregnancies.

“Millions of women and adolescent girls are still waiting for access to modern contraceptives,” said Dr. Natalia Kanem, UNFPA’s Acting Executive Director. “While we have reached thirty million more women over the past five years, thanks to the Family Planning 2020 initiative, we need to step up our commitments, expand our partnerships, and broaden our reach to ensure that no one is left behind.” The campaign is aiming to supply 120 million more women, focusing on those in developing nations, with access to modern contraception by 2020.

“Many girls, especially in developing countries, must be able to take control of their lives and have access to contraceptives,” stressed Carlo Tunioli, Fabrica’s Chief Executive Officer. “In 2016, an estimated 770,000 girls, some as young as ten years old, became mothers, with devastating effects on their health and future. In sub-Saharan Africa, for example, up to 25 per cent of all young women leave school because of unintended pregnancies,” added spokesperson for UNFPA said in a press statement.

Fabrica, Benetton Group’s research centre on communications, has produced campaign images, featuring a light bulb in the shape of the womb - ‘a metaphor of how the work of UNFPA can help spark a new awareness in young women worldwide,” said Tunioli.

Hoping to raise awareness about family planning and gain additional partners for this global commitment, the campaign also features photos of a light installation with phrases written in light bulbs such as ‘I am pregnant’, which are then revealed as ‘I am not ready to be pregnant’ once all the lightbulbs are on. Photos of the installation displaying various phrases will be posted on social media.

United Colors of Benetton, owned by Benetton Group, is one of the best-known fashion companies in the world. Using its global reach for good, the group lends ‘a watchful eye to the environment, to human dignity, and to a society in transformation’. The group has previously been involved in campaigns such as ‘UnitedByHalf’ which aims to promote gender equality in India.

UNFPA is the leading UN agency, working in 150 countries to deliver ‘a world where every pregnancy is wanted, every childbirth is safe and every young person’s potential is fulfilled’.

Photos courtesy of Benetton Group