Benetton’s latest ad sends out a very powerful message.
Recently, the Italian brand partnered with the United Nations on a special campaign for the U.N. International Day for the Elimination of Violence Against Women, a 16-day initiative to promote women’s rights globally.
The image takes on the violent act of stoning, which is a form of execution still legal in nations like Iran, Pakistan, and the United Arab Emirates. But, instead of rocks, orange flower petals rain down on the woman seated in the center. It’s about peace instead of punishment.
The campaign’s creative director Erik Ravelo mentioned, “Here, we are trying to wrap all aspects of violence against women into one strong image, because violence against women is such a vast problem, and we needed people to ‘get it’ quickly.”
This ad is the latest from Benetton’s Unhate Foundation, created by the label in hopes of addressing issues such as racism, unemployment, hate, world hunger and many more through fashion ads.
Benetton and the U.N. are also inviting everyone to contribute stories regarding women’s rights online. The 10 best submissions will be transformed into campaigns in 2015.
Watch the video below:
https://www.youtube.com/watch?v=ijJsxZkv-aU
[Source]
