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  UNHATE - “With its new worldwide communication campaign United Colors of Benetton invites the leaders and citizens of the world to combat the “culture of hatred” and creates the UNHATE Foundation.

   

  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.”

  (…)

  This marks a further step forward in Benetton’s communications, which elicit intervention and action from everybody, in the name of an “expanded”, open democracy, without physical, political, social or ideological boundaries.”

  www.unhate.benetton.com

  17 Nov 2011 / 9 notes