United Colors of Benetton: Colors of domestic violence

Colors of domestic violence
Dr Prem Digital Healthcare Marketing

This is yet another interesting print advertisement campaign launched by United Colors of Benetton in public interest to create awareness regarding domestic violence against woman. The United colors of Benetton seems to be scoring at both ends while drawing Victimized picture of women it satiate its social responsibility and dressing them up in stylish apparel will satiate its commercial hunger. However, following this endeavor the campaign seems to be loosing direction as it’s impossible to join both ends. The advertisement is showing women having clear marks of violence inflicted on them.

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Moreover, the expression of the model appeared in the campaign showing no sign of effect anyway of domestic violence. At the same time, there stylish dresses are really appealing and consequently reducing the effectiveness of the core idea of the advertisement campaign. The tag line of the campaign reads, ‘Colors of domestic violence’. The campaign was developed by McCann Erickson.

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