Thursday, March 13, 2008

Benetton: Africa Works



This is a website that helps you understand the impact and importance that micro-credit has for people in Africa. Behind the program is famous Senegalese singer Youssou N'Dour.

In the words of Staci Smith who kindly sent me this project:
"Late in 2007, Benetton began documenting the progress of the loan recipients through the images of photographer James Mollison. Mollison’s photos spotlight a diverse group of entrepreneurs including a fisherman, a decorator, a musician, a farmer, and a boxer. In keeping with Benetton’s commitment to social advocacy, the images are featured on billboards and print ads in the company’s new “Africa Works” global communications campaign. Benetton’s hope is that these everyday people will become tangible symbols of an Africa that uses the dignity of work to fight poverty and take back responsibility for creating its own future"

Do check it out, it's for a very worthy cause.


Thanks to Staci Smith

3 comments:

Blizzle said...

If Benetton was truly in the game of advocating beneficial endeavors in Africa there would be no reason to attach their logo to any of it. The reality I believe is that these ideas in the context in which they are deployed, are bound by the means of their communication. These people are selling a brand identity whether they are aware of it, and not promoting their success stories.

Advertising etc said...

You might be right Blizzle. I agree that, as celebrities do, they are selling an image of them selves. However, even if they are, I believe some good comes from it. At least, even if they really want to gain some good image, the people they are "using", do get helped.

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