Benetton launches campaign for microcredit project
In its 2008 global communications campaign, Benetton focuses on working Africa. The message of the campaign, developed by Fabrica, is therefore «Africa Works.».
Benetton's 2008 global communication campaign focuses on working Africa. The message of the campaign developed by Fabrica is therefore also called "Africa Works". It supports the Birmia credit cooperative in Senegal, which was founded by the Senegalese singer Youss n'Dour, according to a Benetton press release. From February 2008, the campaign will use posters and the press to show pictures by photographer James Mollison of working Senegalese who have been able to build up an independent existence thanks to purpose-oriented financing. Alessandro Benetton, Executive Vice President of Benetton Group, confirms in the press release that he is committed to the project: "We have decided to support and promote this important project because, more than traditional aid programs, it is a concrete measure to encourage the development of local small businesses through effective financing via micro-credits. It is a project that focuses on entrepreneurial skills, hard work, optimism and interest in the future and therefore aims to effectively support a new Africa."
With the new campaign, Benetton is taking up some of the basic ideas that have always been present in the company's communication, according to the press release. By supporting and promoting a fund that finances work in Senegal, the importance of working with institutions that are specifically committed to solidarity is emphasized.
With the new campaign, Benetton is taking up some of the basic ideas that have always been present in the company's communication, according to the press release. By supporting and promoting a fund that finances work in Senegal, the importance of working with institutions that are specifically committed to solidarity is emphasized.
