Thursday, February 21, 2008

Benetton's Microcredit Campaign

Benetton is renowned for its controversial ad campaigns.
This one is not controversial at all, except that it appeared in such chichi-posh mags as Vanity Fair. Microcredit is the way to go to really help developing countries get on their feet -- not the IMF or World Bank. As the saying goes, rather than give a starving man a fish, better to teach him to fish. Benetton partnered with singer Youssou N'Dour in this new campaign, to showcase Senegalese workers who have used micro loans to start small, productive businesses -- whether textile traders, domestic appliance salesman, mobile toy stores, livestock merchants or others. A typical "in your face" Benetton campaign. But "in your face" shock value is the way to go if we want to solve poverty -- the source of multiple conflicts -- in this world. More on Benetton's new campaign.
illustration from Benetton's website