After Kissing Campaign, Benetton Makes Up by Inspiring Unemployed Youth

'Unhate' shock tactics give way to social work


United Colors of Benetton's "Unhate" campaign with the world leaders kissing got plenty of flack, but lots of attention too—along with a Grand Prix in the Press Lions contest at Cannes. Now, the fashion client is back with a new "Unhate" initiative, and this time it puts some money where its mouth was.
     The new initiative, "Unemployee of the Year," from Fabrica and 72andSunny in Amsterdam, seeks to shine a light on a pressing social problem—the nearly 100 million young people worldwide aged 15-29 who don't have a job.

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