The Benetton Group’s latest campaign, Unhate, launched in Paris on November 16, 2011 and aims to help create a new culture of tolerance by combating hatred worldwide.
The Unhate Foundation, founded by the Benetton group, builds on Benetton’s underpinning values and maintains the group’s social responsibility plan by not being a superficial exercise, but rather a contribution that impacts the international community via communication.
As part of the campaign, French director Laurent Chanez uses the Unhate film to show the uncertain balance and intricate entwining between the motivation to hate and the reasons to love. Included in the film are people and couples of all races, ages and backgrounds – straight, gay and lesbian.
From the Unhate Foundation site:
What does UNHATE mean? UN-hate. Stop hating, if you were hating. Unhate is a message that invites us to consider that hate and love are not as far away from each other as we think. Actually, the two opposing sentiments are often in a delicate and unstable balance. Our campaign promotes a shift in the balance: don’t hate, Unhate.
Everyone is encourage to participate in the campaign by posting to the foundation’s Kiss Wall, or adding to the Unhate List where participants make a case for their enemies. There are also various Guerrilla actions around the world, with photos and videos of recent events posted on the Unhate Actions page.
More than just an ad campaign, the foundation aims to be a think tank, “attracting personalities and talents from the fields of culture, economy, law and politics, and people who have gone from simple citizens to leaders of movements, distinguishing themselves through their ideas and actions against the causes and effects of hatred.”
Check out the Unhate film below:
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