Unhate Campaign United Color Of Benetton

Benetton created its New Worldwide Communication Campaign against Hate

In 2011, the Benetton group created the UNHATE Foundation for its new worldwide communication campaign. The campaign was an invitation to the leaders and citizens of the world to combat the culture of hatred in all its forms. According to Benetton "These are symbolic images of reconciliation—with a touch of ironic hope and constructive provocation—to stimulate reflection on how politics, faith and ideas, even when they are divergent and mutually opposed, must still lead to dialogue and mediation". The new campaign, the creation of the Foundation and the other initiatives of the UNHATE project reflected Benetton's wish to drive the desire for participation and change that animates the world's citizens. The controversial ad series won the Press Grand Prix at the Cannes Ad Festival in 2012 and represents an oustanding example of Cultural Diplomacy as it aims at contributing to the creation of a new culture against hate in the international community.