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SAFE BIRTH EVEN HERE
United Colors of Benetton partners with UNFPA to raise awareness of maternal health of women and girls in emergency situations
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, âSafe Birth Even Hereâ, at the World Humanitarian Summit, taking place in Istanbul, Turkey, 23-24 May.
The campaign aims to make womenâs health, safety and dignity a global humanitarian priority and mobilize action and funding to support womenâs health in all humanitarian operations worldwide. Today, 75 per cent of the worldâs 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.
âEven 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 personsâ camp, being pregnant is truly daunting,â says UNFPAâs Executive Director, Dr. Babatunde Osotimehin. âOur 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.â
United Colors of Benetton and UNFPA is a natural fit. 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.
âAll women should be granted universal access to sexual and reproductive healthcare and reproductive rights,â says Chiara Mio, President of Benettonâs 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 livelihood, non- discrimination and equal opportunities, quality education, healthcare and the end to all forms of violence.
The creative elements of âSafe Birth Even Hereâ were conceived and produced by Fabrica, Benettonâs communications research centre, under the auspices of the Women Empowerment Program. The campaign â which will also become an installation - features three artistic images that depict birth in emergency situations and a 30-second video in which a baby is safely delivered into a scene of utter devastation. Besides creating awareness of the health needs of women and girls, especially in crises, âSafe Birth Even hereâ also aims to raise funds for health supplies, which can be donated through the âSafe Birth Even Hereâ website.
The campaign will be presented today, 23 May, during a press conference 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.
For further information about Benetton Group:
For further information about UNFPA:
Omar Gharzeddine,
Tel.: +1 917 912 5957
gharzeddine@unfpa.org