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Benetton, U.N. to launch joint social awareness campaign

23-June-2001
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Benetton, U.N. to launch joint social awareness campaign

Controversial Italian fashion designer, Benetton will jointly develop a social awareness campaign with the U.N., starting in late summer or early fall. This project for Benetton could signal a shift in focus, which is best known for its bright colours and controversy-stirring ad campaigns.

A spokesman for the U.N. in Rome said, she was unaware of the pending campaign.

Since Benetton's headline-grabbing "death row" ad campaign sparked a series of lawsuits in the U.S. last year, the company has apparently shied away from the bold publicity efforts that characterized it in the past.

Earlier this month, the company officially apologized to those offended by the campaign, and it agreed to donate $50,000 to the Missouri Crime Victims Compensation Fund and immediately stop using four Missouri inmates who had been part of the "death row" ads in the ongoing publicity efforts.

Benetton, one of the best-known brand names in Italy, has been undergoing several key changes. A year ago, Creative Director Olivero Toscani stepped down after 18 years with the company. And in May, Chief Executive Carlo Gilardi resigned after six years at the company's helm.

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