Benetton is marking today's UN International Day for the Elimination of Violence Against Women with the launch of a campaign focused on equal opportunities and the sale of an orange dress.
The Benetton activity ties into UN Women’s "Orange the World" campaign, which is part of the United Nation's push for equality by empowering women worldwide.
Benetton’s campaign features the message of "One woman for all. All women for one." Each execution in the print series shows women dressed in a variety of outfits representing different careers, including soldier, doctor, artist, student, athlete and mother. In the centre of each image is a shot of a woman wearing the orange dress.
The money from sales of the orange dress will be donated to UN Women, which is the United Nation’s agency promoting gender equality, with which Benetton partners.
The dress is part of "A Collection Of Us" by Benetton, which goes on sale Nov. 25.
"Non-discrimination and equal opportunities can make a difference to end violence against women," the ad copy reads.
The "Orange Days" campaign was created by Erik Ravelo, director of social campaigns at Fabrica, Benetton’s communications and design research center.
This article first appeared on marketingmagazine.co.uk.