On Wednesday 16th November at 3pm, something strange has happened, a message of tolerance and peace were being spread in the cities of Rome, Milan, Tel Aviv, Paris and New York. Alessandro Benetton presented a new institutional campaign called ‘UNHATE’ by Unhate Foundation. Hatred exists in our modern society, this global campaign draws an awareness promoting closeness between people, faiths, cultures, and the peaceful understanding of each other’s motivations, using a global call to action and the latest communication tools.
”While global love is still a utopia, albeit a worthy one, the invitation ‘not to hate’, to combat the ‘culture of hatred’, is an ambitious but realistic objective,” explains Alessandro Benetton. ”At this moment in history, so full of major upheavals and equally large hopes, we have decided, through this campaign, to give widespread visibility to an ideal notion of tolerance and invite the citizens of every country to reflect on how hatred arises particularly from fear of ‘the other’ and of what is unfamiliar to us. Ours is a universal campaign, using instruments such as the internet, the world of social media, and artistic imagination, and it is unique, in that it calls the citizens of the world to action. At the same time, it fits perfectly with the values and history of Benetton, which chooses social issues and actively promotes humanitarian causes that could not otherwise have been communicated on a global scale, and in doing so has given a sense and a value to its brand, building a lasting dialogue with the people of the world.”
Over the past 40 hours or so, heavily absorbing all daily tweets #UNHATE, blog feeds and live updates on Facebook with overwhelming responses to the campaign, mostly positive. For more information about the campaign please click on the link below.
United Colors of Benetton supports the Unhate Foundation www.unhatefoundation.org
Kit Lee, Style Slicker