Elimination of violence against women campaign – On the occasion of #UNInternationalDay for the #EliminationOfViolenceAgainstWomen the United Colors of Benetton in support of UN Women
On the occasion of #UNInternationalDay for the #EliminationOfViolenceAgainstWomen the United Colors of Benetton in support of UN Women has come up with a worldwide campaign to highlight the issue of violence against women.
Their video and images symbolises a very strong message hitting the underbelly of all those social evils that are very much a part of the society.
Violence against women has severely grown especially the kind of cases we had been witnessing in India. After the Nirbhaya incident the entire Nationwide furore over the issue didn’t really bring an end to this issue.
People, social and political leaders came up and are still dominating the society with the ultimate most regressive remarks the society can even imagine.
The issue still remains and the society is degrading.
The campaign by United Colors of Benetton devised and created by Fabrica is to initiate an international awareness about this issue.
It aims at strongly discarding the cruel norms that the society had been silently witnessing and abiding for no reason.
Crime against women is a serious issue and the matter if not highlighted is just going to go grave. Apart from heinous crimes against women there is also the regular instance of violent turmoil a woman has to go through in her routine life.
The video starts with men surrounding a woman holding something and giving aggressive looks. The scene creates intense feeling of an emerging violence.
That stereotype or notion breaks when the men start pelting uhh no not stones but flowers at her.
The use of flowers as a metaphor to respect the delicacy of being fragile is brilliantly done in this campaign. Am not justifying here or making a statement that women have to be shown as some sort of delicate darlings.
The point am getting at is that just because someone is delicate that doesn’t mean she calls for rape.
Learning martial arts should be a personal choice and not for protecting oneself against the criminals. These criminals should be punished.
The ad is an effort to free the women from all the societal norms and make a point that nothing and absolutely no reason can justify an act of violence against women.
Here we are talking of such initiatives but a long way and a huge struggle is still there when we actually take a look at the issue.
The issue of violence is somehow mixed with the diktats and hence even now we have Khaps making headlines as they curb and keep a check on women using applications like Whatsapp and FB in their cells.
