Benetton announces #UnitedByHer campaign

To mark the Breast Cancer Awareness Month, Benetton India announced a special initiative to highlight the importance of breast awareness with #UnitedByHer campaign, under the umbrella of brand’s Women Empowerment (WE) Campaign. #UnitedByHer is a special concept launched with the intent to focus on one of the most dreaded yet prevalent health hazard for women across the globe. The campaign was launched with a video film that narrates a passionate and poignant story of a woman who uses her strength to rise up after the so-perceived fall in her life, and how her family’s constant support helped her fight the battle. This was supported by a series of events in association with Indian Cancer Society - Delhi to create awareness about breast cancer and mastectomy including distribution of awareness cards at top stores in Delhi for free check-up camp at Detection Centre of Indian Cancer Society at Connaught Place and  setting-up screening camps in Village Narkola, Gurgaon for underprivileged women to support them through early detection.

The #UnitedByHer campaign echoes Benetton’s commitment connecting to health for women initiative, further executing key elements from the brand’s global sustainability roadmap - Women Empowerment Programme. The WE Program (Women Empowerment Program) is a long-term, Benetton Group sustainability program aimed at supporting the empowerment of women worldwide. Benetton was instrumental in generating immense awareness amongst Twitterati for the subject. #UnitedByHer was seen trending on Twitter, generating more than 14.2 million of reach. It had garnered an extensive reach of 816,000 on Facebook with more than 9,000 reactions testifying that Mastectomy was a much needed-to-discuss topic amongst Indian women.

Speaking about the campaign, Mr Sundeep Chugh, CEO Benetton India Pvt. Ltd, said: “Women’s health is a paramount issue worldwide and a key message of Benetton Women Empowerment Program, a long-term initiative to support women's rights worldwide. Breast cancer is one of the biggest threats to women’s health and women across the globe are battling it on a daily basis.  The issue is very close to our hearts. The #UnitedByHer campaign is our way of shedding light on the immense physical and emotional trauma that a woman and her family goes through when diagnosed with breast cancer, the critical need of spreading awareness about the ailment and its cure, as well as highlighting the social stereotypes that need to be changed.

“Our association with Indian Cancer Society- Delhi further strengthens our initiative to offer a comprehensive approach, a step beyond creating general awareness by offering medical tests to underprivileged women from neighbouring villages. The extent of help required is phenomenal, as most of the patients can’t afford even two meals a day. In such cases undergoing treatment is beyond their capacity.” He further adds.

About 1 in 8 women are affected by Breast Cancer globally, and more than 90% have to undergo Mastectomy (a physically and psychologically painful breast removal surgery) to cure it completely. Mastectomy ensures a physically healthy life onwards for a woman but psychologically women lose their sense of identity. The screening camp in association with Indian Cancer Society, Delhi in village Nakrola, Gurgaon included digital blood profile, chest X-ray, ENT, Breast cancer and cervical cancer check with Pap Smear test.

Reaffirming its commitment of addressing typecasts, this is an initiative by Benetton India that aims at empowering women with knowledge about breast cancer, breaking society stereotypes and creating awareness about its detection and cure.