Benetton launches Power Her Choices family planning campaign for UN Population Fund

Benetton launches ‘Power Her Choices’ family planning campaign for UN Population Fund

United Colors of Benetton has launched a global humanitarian campaign for the UN Population Fund (UNFPA), timed to coincide with a London summit convened to end early unwanted pregnancies worldwide.

Devised by the fashion company's own in-house research centre on communications, Fabrica, the global campaign extends an existing relationship with the UNFPA. Power Her Choices seeks to raise awareness of family planning issues through use of a lightbulb shaped like a woman’s womb.

The campaign will be bolstered by an accompanying installation in which light ulbs are arranged to form salient phrases such as 'I am pregnant'. Upon moving closer to the message, additional bulbs come to life revealing the full meaning of the words: 'I am not ready to be pregnant'.

Documented in a series of videos and gif animations, this work will be shared via an accompanying social media campaign. It is hoped that this activity will enable 120m more women gain access to contraception by 2020.

Carlo Tunioli, Fabrica’s chief executive officer, remarked: “It’s a metaphor of how the work of UNFPA can help spark a new awareness in young women worldwide. Many girls, especially in developing countries, must be able to take control of their lives and have access to contraceptives."

Benetton recently suffered a backlash after posting a boys only children's clothing ad.

John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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