Fabrica’s Social Campaign team has conceived and produced Power her choices, a new global campaign about family planning realized for United Colors of Benetton and UNFPA, the United Nations Population Fund.
The campaign is presented today July 11th, 2017 at the London Summit on Family Planning, co-hosted by the UK Government, UNFPA and the Bill & Melinda Gates Foundation.
Today, more than 214 million women lack access to modern contraceptives. In 2016, an estimated 770,000 girls, some as young as ten years old, became mothers, with devastating effects on their health and future. In sub-Saharan Africa, for example, up to 25 per cent of all young women leave school because of unintended pregnancies.
The campaign, whose main image features a light bulb in the shape of a womb, includes a light installation in which lit bulbs form phrases that capture the campaign’s spirit. One of the flashing phrases appears to read: “I am pregnant”. However, as a viewer approaches the installation, more light bulbs flicker and turn on, showing additional words that reveal the underlying message: “I am not ready to be pregnant”. The installation, which will display various messages, will be documented in a video and a series of GIFs to be shared on social media.
A project of Social Campaign Team
Chiara Codognotto Capuzzo
In collaboration with
Director: Laura Sans
Music: Akanksha Krishnani
Photography: Marco Zanin
Copywriting: Sarah Friedland
Special thanks to Lorena Alvarado, Nicola Camata, Luciano Gagno, Kendra Sanders, Nasser Youssouf, Giorgia De Luca, Alberto Martino.