Benetton ‘challenges clichés’ on unemployed

United Colours of Benetton has launched its latest bid to rid the world of hatred with a global campaign to “challenge the cliché” that unemployed young people are “useless, lazy anarchists”.

benetton

The clothing brand wants the “unemployee of the year” campaign to draw attention to record levels of youth unemployment globally.

In a bid to “assert a belief in the creativity of the world’s youth”, Benetton is calling on 18-30 year olds in ads on MTV, online and in print to submit project ideas that will benefit their local communities. The 100 projects with the most public votes will win €5000 (£4027) funding.

A self-proclaimed “ironic” marketing campaign featuring “non-employed” 18-30 year olds from around the world wearing business suits will support the initiative.

It is the latest campaign to support Benetton’s “Unhate Foundation”, setup last year to “promote a culture of non-hate”. Ads to launch the foundation showed political and religious leaders from different divides kissing. One, featuring Pope Benedict XVI kissing an Egyptian imam, was withdrawn after a threat of legal action from the Vatican.

Recommended

Knowledge Bank

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now