Benetton Searching for the “Unemployee of the Year”

September 18, 2012  |  

If you’re unemployed and between the ages of 18 and 30, Benetton wants to help you out.

As an extension of last year’s controversial “UnHate” campaign that had world leaders making out with each other, the fashion label has launched its “Unemployee of the Year” contest, which will award about $650,000 (500,000 Euros) to 100 projects that seek to make life better in communities around the world.

“That is meant to counter the widespread complaints directed at jobless youth, Mr. Benetton said, charging them with being ‘lazy’ or being ‘anarchists,’ or that it is somehow ‘their own fault’ they are unemployed,” The New York Times quotes Alessandro Benetton, chairman of the company.

The budget for this marketing campaign is $26.2 million, so the Times points out that this is just a sliver of what is being spent, in total, to promote the Benetton brand. But it’s striking for its youth target. You can catch an ad for the campaign on The Cut, along with this quote from the press release announcing the campaign:  “Unlike previous Benetton campaigns that have sparked controversy around an issue, this one has set up a Call to Action and a framework for HELPING the situation.”

What do you think of this campaign?


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