Alessandro Benetton is on a mission to find a cure for the ailing global economy and he's asking 100 million or so jobless young people to pitch in.
The 48-year-old chairman of Benetton Group launched the family business's latest "UNHATE" advertising campaign on Tuesday, highlighting the plight of unemployed people under 30 who are striving to find meaningful work every day.
"In this case there will be a contest. It will be a contest done on the web, where these young people, 19-30 which is 100 million people, can subscribe and be entitled to either propose a project, which can be an entrepreneurial project, a project for the society, for the country, town," the slender scion of one of s best known family retail brands told Reuters.
The ads and video which show determined young people at protests, in work attire waiting for interviews or at the unemployment office are bound to be less controversial than Benetton's last campaign.
Benetton’s advertisement depicting Pope Benedict kissing an imam on the lips resulted in the company agreeing in May to make a donation to a Catholic charity.
The latest global campaign will consist of posters, t-shirts, a film and a contest to choose 100 "unemployees of the year" who will each receive 5,000 euros ($6,600) for their pet projects.
Contestants must be between 18 and 30 years old and unemployed. They must submit their story and project idea to www.unhatefoundation.org and will be chosen by an online poll of their peers on the same site.