New Benetton ad highlights youth unemployment
United Colors of Benetton has launched a new advertising campaign which highlights the plight of unemployed young people around the world and invites them to come up with ideas on how to address the issue.
The company’s latest UNHATE campaign, which features young people at protests, in formal work clothes waiting for interviews or in unemployment offices, seeks to challenge clichés and help change perceptions of unemployed youth.
Young unemployed people, between the ages of 18 and 30, are being invited to submit ideas for projects to be supported by the retailer’s UNHATE Foundation. Outlines of projects submitted to the UNHATE Foundation website will be voted on by the online community with the 100 winning projects receiving support from the foundation to help turn them into reality.
United Colors of Benetton said it wants to send a positive message to celebrate the ability of young people to find new “intelligent and creative” ways of facing the problem of unemployment and finding solutions.
Alessandro Benetton, chairman of the Benetton Group said: "The new United Colors of Benetton communication campaign presents a realistic portrait of today’s society by actively tackling a current problem, that of youth non-employment and the potential conflict between generations, in order to show it in a new light and create value for the immense human capital of young people."
He added: "We can’t change the world but United Colors of Benetton wants to use its voice to champion young people and celebrate their strength and value."
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