NEW DELHI: Benetton Group has always kept a watchful eye towards a society in transformation and created campaigns to spark cultural debates.
The brand recently collaborated with Miss Diva as the Empowerment Partner to enable the contestants to make a difference towards CRY Foundation’s Sparsha project.
As part of the collaboration Benetton organized a co-branded sub-contest wherein the contestants were encouraged to raise money through crowdsourcing using social media as the platform.
The aim was raise as much money as possible for 1 designated cause over a period of one month and the contestant who will generate maximum funds will be crowned as Benetton Miss Woman with a voice. The initiative was a big success as the 16 contestants managed to raise a huge sum of Rs 21,18, 044 within a time span of 30 days.
The project Sparsha deals with families living in transit camps (like slums) in Mumbai.
They currently work with 700 households with 1400 children as a part of this project through 5-7 different centres spread across Mumbai (Sion, Kurla, Mankhurd, Vashi).
These centres provide support to the children in terms of structured sessions on safety, health, physical training and so on.
There’s a proper faculty with volunteers to provide a seamless education. Out of these children, 600 are adolescent girls in the age group of 11-18 yrs. The program categorically will focus on funding the 600 adolescent girls).
