Benetton have continued to focus on social and cultural campaigns even after the departure of the legendary designer Oliviero Toscani who created a socially aware image for Benetton. His ads were more than just pretty faces in nice clothes but addressed deeper issues. Using Benetton as a platform to raise awareness for themes such as Aids, Race, and violence through the medium of photography. By presenting socially conscious images, Benetton’s advertising stands out from the crowd in character from any other type of advertising.
Benetton’s institutional campaigns are often in conjunction with international organizations. In their 2003 advertising campaign ‘Food for Life’ Benetton joined forces with the World Food Programme a UN agency on the front line against world hunger. Executive Director James T. Morris of the WFP says, “The problem of hunger can be solved because the world produces enough food to feed everyone,” Yet a person dies of hunger or its related causes every five seconds. So Benetton’s 15 million euros campaign not only makes a statement, but can help to aid and difference as well. The symbol of the campaign is a man with a mutilated arm, whose metal prosthesis is a spoon. Other images on billboards, newspapers and magazines across the globe take the focus away from the staggering statistics and focuses on individual people suffering from hunger telling their stories. Campaign website is found at http://www.benetton.com/food/hunger/
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