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United Colors of Benetton's Campaign #UnitedByHalf Shatters Gender Stereotypes in the Most Effective Way

United Colors of Benetton’s new campaign #UnitedByHalf was recently launched by Kalki Koechlin to kick off a movement of men who not only acknowledge, but also celebrate women as equal partners.

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Updated:March 6, 2017, 5:08 PM IST
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United Colors of Benetton's Campaign #UnitedByHalf Shatters Gender Stereotypes in the Most Effective Way
United Colors of Benetton’s new campaign #UnitedByHalf was recently launched by Kalki Koechlin to kick off a movement of men who not only acknowledge, but also celebrate women as equal partners.

While we agree that people have finally begun to understand the need for equal rights to exist between men and women, it is a fact that things weren’t that positive earlier. Many propagated and imposed discriminatory practices that only proved detrimental for women’s growth. But as regulations meant to fight discrimination are being promoted and more programs being created to help women get access to health, education, and even land/property ownership, we can expect people to avoid gender biases being embedded in our society. And to ensure gender discrimination is completely eliminated, United Colors of Benetton has come up with a campaign that not only shatters gender inequalities and stereotypes, but promotes women empowerment and helps us think better.

United Colors of Benetton’s new campaign #UnitedByHalf was recently launched by Kalki Koechlin to kick off a movement of men who not only acknowledge, but also celebrate women as equal partners. The key motive of this campaign is to put forth the need for equality for women with their partners that don’t bind them with taboos created and practiced by society. #UnitedByHalf is directed towards women and men to fight back against stereotypes and take a pledge to claim and give their beloved their deserving share in a relationship.

And as expected, the #UnitedByHalf has come across as an effective campaign to change the general perspective and celebrate women as equal partners, and make them stand for her right to an equal life. Women across all age groups and classes can relate to it as it is essentially about motivating them to question the limits they have been conditioned to accept.

And Kalki’s strong words “Benetton’s #UnitedByHalf campaign echoes my sentiments towards the matter that I have always been very strongly standing up for. I am delighted to be associated with this initiative by the brand and feel that it is about time we as a nation stand up against shameless inequality and demand our most deserving share of equal half!” lucidly explains the essence of the campaign.

As far as the campaign’s impact is considered, it can be gauged by perspective that people shared exclusively with News18.com. From discussing the need to empowering young girls via quality education to helping them realise the need to be self-reliant, and doing everything to make it a better world and break stereotypes, the viewers shared it all.

Benetton has been taking up initiatives to focus on the five priorities for gender equality: Sustainable livelihood, Non-discrimination and equal opportunities, Quality education, Access to healthcare and Combating violence, and them. Join United Colors of Benetton’s new campaign #UnitedByHalf and take the pledge that we will do everything required to make a difference.

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