Benetton was known for its social issue campaigns before social responsibility and cause campaigns became trendy. In 2011, it created the Unhate Foundation to promote a new culture against hate, in particular among the younger generations. It is still doing its work, albeit under a more wan spotlight.

It has recently formed a partnership with the United Nations to build a global campaign to raise awareness of all forms of discrimination and abuse against women and the need for prevention programmes. The campaign’s TVC launched on November 25, the International Day for the Elimination of Violence Against Women. The creative idea is very simply: a women kneels in the middle of the desert, surrounded by a circle of men. As they uncurl their fists, they start to pelt her, not with stones but with petals.

The TV ad will also be seeded across social networks. And there is an online platform, Unhatenews, created in conjunction with the United Nations Department of Public Information (UNPDI) to allow 18-30 year olds to upload their views on issues about terrorism, human rights and women’s rights.

Of the 100 most popular items uploaded, 10 will be chosen by the Unhate Foundation and the UNDPI and turned into sustainable projects that will be put into action in 2015.

Erik Ravelo, head of social engagement campaigns of Fabrica (Benetton Group’s communications research center and in-house advertising agency) is the creative director of the campaign. “We have always focused on socially responsible communication initiatives and were happy to lend our creativity as part of efforts to raise awareness on the issue of violence against women: we chose a flower instead of a stone to say no to a human rights violation that causes permanent physical and emotional scars and that is reflected in all social classes.”

Phumzile Mlambo-Ngcuka, executive director of UN Women, added, “We know that the pandemic of violence that affects 1 in 3 women and girls can be stopped. But we cannot do it alone. We need partners who help us raise awareness and promote a culture of zero tolerance toward this pervasive human rights violation. Benetton is such a partner. Their campaign, launched on the International Day to End Violence against Women supports our global efforts. We appreciate this commitment to the cause.”

Fabrica has also designed an art installation, Facing, formed using a series of metal plates that represent the faces of women that have been assaulted and disfigured. In the artwork, acid is used to create beauty not to take it away, as in real life. Each face will be put up for auction in 2015 and the proceeds will be donated to UN Women.

The collaboration between Benetton Group, the Unhate Foundation and UN Women has already resulted in the project, Safe Cities Free of Violence against Women in the city of Kigali, Rwanda in 2014. It is part of a UN program, in five cities around the world, to combat violence against young women with an artistic and creative approach. This collaboration will continue in 2015.