United Colors of Benetton Debuts Power Her Choices

United Colors of Benetton has launched Power Her Choices, a global campaign to protect women and girls from unintended pregnancies.

United Colors of Benetton unveiled Power Her Choices in partnership with the United Nations Population Fund (UNFPA) at the recent London Summit on Family Planning co-hosted by the Bill & Melinda Gates Foundation and UK government. The global campaign is aimed at protecting women from unintended pregnancies.

The core message of the push is that every female has the right to decide whether and when to have kids. All parties to the initiative are using the platform to unite governments, institutions, and stakeholders towards the goal of enabling 120 million more women to gain access to modern contraception by 2020.

Over 214 million women lack access to modern contraceptives. In 2016, an estimated 770,000 girls—some as young as 10—became mothers with devastating effects on their health and future. In sub-Saharan Africa, up to 25 percent of young women leave school because of unintended pregnancies.

The new effort hopes to raise awareness around family planning as well as introduce additional partners and signatories to the global initiative. Conceived by Fabrica, Benetton Group’s research centre on communications, the primary campaign image features a light bulb in the shape of a womb.

“It is 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,” said Carlo Tunioli, CEO of Fabrica, under the United Colors of Benetton.