United Colors of Benetton launches UNEMPLOYEE OF THE YEAR Campaign a new global communication campaign to support non-employed youth. It has been almost a year and half since I decided to take my destiny in to my own hands and do what I love. In the eyes of others I am part of the intelligent poor class that is unemployed. I am a firm believer in doing what you love. After what is seems like a lifetime of working for others and making them rich I now work for myself. I live off of my own hard work and will not go back to the corporate world. I just wanted to say thank you to my old boss for making this happen.
In London, on the 18 September 2012 United Colors of Benetton decide to support our future leaders and contributed to the youth non-employment issue, a crucial theme for the future of our planet and to which the brand wants to draw the public’s attention. The UNEMPLOYEE OF THE YEAR communication campaign, set up under the aegis of the UNHATE Foundation, seeks to challenge clichés about youth non-employment and asserts a belief in the creativity of the world’s youth. Through it, the UNHATE Foundation, whose aim is to promote a culture of non-hate, will support youth to become actors of change against indifference and stigma. For me this is huge, having a younger brother and sisters I see how today’s youth are lost, need direction and a support system in their lives to motivate them in the right direction.
According to its tradition of raising awareness for socially delicate and controversial issues, United Colors of Benetton wants to help change perceptions of non-employed youth. This is in line with the brand’s entrepreneurial, social and ethical values. During the 2011 UNHATE campaign, as many as 500 million people from around the world participated in a broad range of traditional and digital communication activities.
Young non-employed people, between the ages of 18 and 30, are invited to submit outlines of projects to be supported: within the UNHATE Foundation mission, their ideas must lead to concrete social impact in their community. The outlines for projects in different areas (including artistic projects) will be submitted to the UNHATE Foundation website and will be voted by the online community. Their choice of the 100 most deserving projects will receive support from the UNHATE Foundation to turn these projects into reality.
United Colors of Benetton wants to send a positive message of hope to celebrate the ability of young people to find new, intelligent and creative ways of facing the problem of unemployment and finding their own unique solution. This speaks to my heart because I love Fashion for a Cause. We have to start guiding todays youth in positive manner and allowing them to dream, because they are our future leaders, mothers, doctors, lawyers and designers.
“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”, said Alessandro Benetton, Chairman of the Benetton Group. “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”. To support this initiative, United Colors of Benetton will release a film paying homage to today’s youth. The film is an unfiltered portrayal of the everyday life of four young NEETs. We see how they fight to find a job while at the same time fighting for their dignity, against indifference and stigma. Through a partnership with MTV and digital media, United Colors of Benetton will broadcast these ads and call to action, reaching more than 35countries.
This communication project will run globally, in print and virally, through photographs and videos, using social media and an ironic approach to facilitate the involvement of young people who can help face the global problem of unemployment. One of my own personal favorite things to do is spot talent and nurture it. I salute United Colors of Benetton for their efforts to save the next generation from themselves, in hopes they will make a better world for us all. RESPECT!
Photos courtesy Benetton