In Controversial Ads, Benetton Challenges Ideas About Unemployed Youths

By Anthea Quay, 19 Sep 2012

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Following up on its “UNHATE” initiative, fashion retailer Benetton is back with another series of controversial ads.

Its latest ad campaign ‘Unemployee of the Year’ seeks to shine a light on an international pressing social problem—unemployment amongst those aged 18-29.

The ads aim to change the perception of unemployed as “useless, lazy or an anarchist”, and celebrate the creativity and dignity of the world’s youths—and hopes to fund projects that they can work on, or help them find permanent jobs.

On the Unhate Foundation website, unemployed applicants can build a profile to upload their data and create an “un-work experience” résumé, or submit proposals for projects to cause “concrete social impact in their community”.

The 100 projects that get the most votes would be awarded US$6,500 each.

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