An Overview of Benetton's Project "We, On Death Row" Essay

WE, ON DEATH ROWBENETTONS CAMPAIGNSince 1989, Benetton officially adopted the trademark, "United Colors of Benetton," initiating and formalizing more than ten years strategy to radically transform the face of conventional advertising. In place of the product, Benetton presented powerful and problematic visual images of social issues of universal importance such as environmental disasters, peace, AIDS, terrorism, murder, tolerance of diversity and struggle against racism.Benettons advertising campaigns and social communication strategies are a clear echo of contemporary culture and society. Benettons United Colors Campaign transformed the traditional notions of advertising, so that the goal is no longer to simply sell their products, the brand name or to create a desire. Instead, their campaigns promote social concerns, critiques and ideologies. Since Oliviero Toscani, photographer and creative director of Benetton advertising, arrived to the company, controversy has accompanied every campaign. Since then, campaigns have been based on photographs and journals. The use of crisis-torn images for commercials ends is what causes disturb to audiences, but has allowed Toscani to use a commercial medium for humanitarian ends. Because of the mentioned above, Benetton moreover than being just a clothing store, has become into a social entity. Where its not only having a relationship with people because of fashion, but also has established relationship through sports (basketball, rugby, volleyball, and cars), and social concerns around the world.We, On Death Row is a 20 million project. Created by Benetton in association with the National Association of Criminal Defense Lawyers (NACDL) and the international death penalty abolitionist group, Rome- based Hands Off Cain. The campaign contains 26 photographs of people on death row with their names, ages and execution day over the words sentenced to death. This campaign has already appeared in the Talk magazine with a special 100 pages brochure along with interviews (innocent interviews) made by the journalist Ken Schulman (a collaborator of the Newsweek magazine). This pictures has also appear on billboards, posters, newspapers and obviously available in the...

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