The latest chapter in Benetton's "Unhate" campaign has abandoned the shocking images of recent ads and instead focuses on an attempt to shift perceptions of unemployed young people. In something like an online version of "The Apprentice," Benetton has asked NEETS (a U.K. acronym for "not in education, employment or training") under the age of 30 to submit ideas for grassroots projects that will have a positive social impact. Mr. Benetton said he hopes that other companies will follow suit by providing similar opportunities to restore dignity to the younger generation. The "Unemployee of the Year" competition will be promoted online and in newspapers, magazines and on MTV.
Tuesday, September 18, 2012
Benetton Chairman Talks About New Ad Focus
http://adage.com/article/global-news/benetton-chairman-talks-ad-focus-unemployees/237263/
The latest chapter in Benetton's "Unhate" campaign has abandoned the shocking images of recent ads and instead focuses on an attempt to shift perceptions of unemployed young people. In something like an online version of "The Apprentice," Benetton has asked NEETS (a U.K. acronym for "not in education, employment or training") under the age of 30 to submit ideas for grassroots projects that will have a positive social impact. Mr. Benetton said he hopes that other companies will follow suit by providing similar opportunities to restore dignity to the younger generation. The "Unemployee of the Year" competition will be promoted online and in newspapers, magazines and on MTV.
The latest chapter in Benetton's "Unhate" campaign has abandoned the shocking images of recent ads and instead focuses on an attempt to shift perceptions of unemployed young people. In something like an online version of "The Apprentice," Benetton has asked NEETS (a U.K. acronym for "not in education, employment or training") under the age of 30 to submit ideas for grassroots projects that will have a positive social impact. Mr. Benetton said he hopes that other companies will follow suit by providing similar opportunities to restore dignity to the younger generation. The "Unemployee of the Year" competition will be promoted online and in newspapers, magazines and on MTV.
