Benetton to donate proceeds from orange dress to UN Women gender equality drive

Benetton is marking today's (25 November) UN International Day for the Elimination of Violence against Women with a campaign focused on equal opportunities and the sale of an orange dress, the proceeds of which will go to UN Women.

Benetton: supporting UN Women's gender equality drive with orange dress campaign
Benetton: supporting UN Women's gender equality drive with orange dress campaign

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 images of three women. Each execution shows multiple shots of one of the 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 each woman wearing an 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 from 25 November.

"Non-discrimination and equal opportunities can make a difference to end violence against women", copy on the ad reads.

The Orange Days campaign was created by Erik Ravelo, director of social campaigns at Fabrica, Benetton’s communications and design research centre.