United Colours of unemployment – Benetton help to take on the recession

Walk out of Oxford Circus tube station and you become mesmerised by the world of London town. You are instantly hit by some of the biggest retailers in the world, and that is why we love the West End of the capital. Bold and bright are usually the themes for the windows along the popular street, and now, United Colours of Benetton have decided to bring a whole new appeal to their store visuals.

“Unemployee of the Year”, which was launched on 18^th  September, is the brand’s way of showing its support to unemployed youths in the UK. Wanting to draw attention to the issue of the jobless and how it is going to affect the future of our planet, United Colours of Benetton are aiming to change the perceptions of the increasingly unemployed population. Working alongside the UNHATE Foundation, printed posters illustrate photographs of youths who have qualifications and no jobs. Dressed in smart work attire, the campaign is straight to the point and definitely a different take on the norm for a high street label.

If you are aged between 18 and 30 – and of course, without a job – United Colors of Benetton are inviting you to submit ideas and outlines for projects that you may have. They must be ideas that lead to a type of social impact within your local community and they will be sent to the UNHATE Foundation website where they will be voted for. The 100 most deserving projects will gain support from the foundation and will be turned into a reality.

In doing this, the brand want to reinforce hope within the youth of today as well as give an opportunity to those who are talented but are restricted in showing what they are capable of.  Showing that they aren’t just all about fashion, Benetton have demonstrated the power that media can have.

In a statement, United Colors of Benetton powerfully stated their belief in: “A generation that testifies that being non-employed doesn’t mean being useless, lazy or an anarchist. A generation that is fighting for a less temporary future in a different way.”

To take on an excellent opportunity or find more information on “Unemployee of the Year” click here.

Kellie Griffiths
Photos: Courtesy of Benetton