UNITED COLORS OF BENETTON

A communication campaign to support non-employed youth


Today, September 18th, 2012, United Colors of Benetton presents its contribution 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.

United Colors of Benetton, through the UNHATE Foundation, launches an online contest to sustain 100 projects, submitted and selected by young non-employed people all over the globe.

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.

The UNEMPLOYEE OF THE YEAR communication campaign is supported by a global set of communication activities that present also a series of portrait photos of NEETs (Not in Education, Employment or Training) below the age of 30. The NEETs have been selected worldwide on the basis of profiles that narrated their identity built on study and commitment as well as their interests and passions. These are young people who are seeking their path in life, examples of a generation, the first since the War, which has to fight harder to find a job and build a better future for themselves then their parents.

Formal clothes to face a normal working day: the ironic stigmatization of the campaign featuring them as businesspeople wants to emphasize this new UNHATE generation of modern heroes and celebrate their effort and struggle for a more permanent future. A generation that testifies that being non-employed doesn’t mean being useless, lazy or an anarchist. A generation that is fighting for a less temporary future in a different way. Contrary to common misconceptions about being young

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and non-employed, their smart, creative and inspiring working experiences do not compromise their dignity.

Further information about the Unemployee of the Year campaign is available at the Campaigns section.

September 18th, 2012.