United Colors of Benetton launches "Safe Birth Even Here" with UN Population Fund

Childbearing should always be safe, even in emergencies. This is the message that UNFPA, the United Nations Population Fund, and United Colors of Benetton are shouting out as they roll-out a joint campaign, “Safe Birth Even Here”, at the World Humanitarian Summit, taking place in Istanbul, Turkey, 23-24 May.

Benetton partners with UNFPA to raise awareness of maternal health of women and girls in emergency situations.The creative and promotional elements of “Safe Birth Even Here” were conceived and produced by Fabrica, Benetton’s communications research centre, under the auspices of the Women Empowerment Program.  The campaign features one image and one 30-second video in which a baby is delivered into a scene of utter devastation, the message being that childbirth should be safe everywhere.

The “Safe Birth Even Here” campaign aims to make women’s health, safety and dignity a global humanitarian priority and mobilize action and funding to support women’s health in all humanitarian operations worldwide.
The campaign features one image and one 30-second video in which a baby is delivered into a scene of utter devastation, the message being that childbirth should be safe everywhere. 

Today, 75 per cent of the world’s people affected by crises are women and children. When disaster

strikes, women face increased risks to their health and well-being, due to loss of medical support, trauma, malnutrition and violence. Their vulnerability is even higher in times of pregnancy: 3 in 5 maternal deaths occur in countries affected by, or prone to, conflict or natural disaster.

“Even in peaceful and stable times, it can be difficult to carry a baby and have a safe delivery. But inside a war zone, after a natural disaster, or in a refugee or displaced persons’ camp, being pregnant is truly daunting,” says UNFPA’s Executive Director, Dr. Babatunde Osotimehin. “Our aim is to raise awareness of the huge work that still needs to be done across the world to stop women dying giving life, even in emergencies, as they cannot choose when their babies are born.”

Since it began operations in 1969, UNFPA has been working to deliver a world where every pregnancy is wanted, every childbirth is safe and every young person's potential is fulfilled.

United Colors of Benetton's commitment to social issues has always been central for the brand that, through its communications campaigns and collaborations with leading non-profit organizations, makes the public reflect on social issues of universal relevance.  Thus, United Colors of Benetton and UNFPA is a natural fit. 

“All women should be granted universal access to sexual and reproductive healthcare and reproductive rights,” says Chiara Mio, President of Benetton’s Sustainability Committee. Starting from 2016, Benetton Group has focused its sustainability actions on achieving gender equality and empowering women worldwide.

Benetton Women Empowerment Program is a long-term initiative aimed at developing concrete projects to provide women with sustainable livelihoods, equal opportunities, quality education, the end of violence and access to healthcare in every situation.

The campaign was presented on 23 May, during a press conference on at the World Humanitarian Summit, in Istanbul, by Dr. Osotimehin, Ashley Judd - UNFPA Goodwill Ambassador, Professor Chiara Mio and Gianluca Pastore - Benetton Group Worldwide Communication Director.