The Benetton campaign aims to raise awareness of entrepreneurial opportunities in Africa by promoting the Birima micro-credit program in Senegal, which supports entrepreneurs. Photographer James Mollison's portraits show everyday Africans and their tools, representing an Africa that uses employment to fight poverty. The campaign slogan is "Microcredit Africa Works" and was developed by Benetton's communication research center, Fabrica. It uses outdoor, print, online and event marketing with the goal of assisting solidarity organizations and showing how individual pledges can create social change.

1. Benetton Campaign
Case Study
Alanoud Ali
Christine Castillo
Fatima Tariq
Remi Eid
Sara Kazilbash

2. The Goal Of The Campaign
• The mission of Benetton’s
campaign is to give
awareness of an
entrepreneurial Africa. It
promotes the Birima
micro-credit programme in
Senegal
• A supportive credit society
founded by the Senegalese
singer Youssou N’Dour .

3. • Birima is based on
entrepreneurial talent,
hard work, hopefulness
and interest for future
opportunities, this
project endorses the
‘new face of Africa’.

4. Message Theme
• Microcredit Africa Works

5. Developer of Slogan
• FABRICA, which is the Benetton’s
communication research centre.

6. Core Elements Of Media Strategy
The core elements are:
• Objectives - An objective is the
desired end of an action, which
is what one expects to
accomplish
• Strategy - A strategy is the
general plan which involves the
delivery of the message to the
target audience
• Tactics - Tactics are the specific
decisions that are made to
implement the media strategy

7. Appearance Of Campaign
• It became public all over the world, from
February 2008.

8. Communication and
Media Platforms
• The Benetton campaign uses outdoor
advertising, press advertising, online
advertising, and event sponsorship.

9. Components Of Message Strategy
• The Benetton campaign
underlines the importance
of assisting organizations
committed to solidarity.
• At the same time, it
highlights how the pledge of
a single individual can put
the wheels in motion to
generate change in society
as a whole.

10. Definition Of Symbols
• Symbols have bigger meanings that are
important and integrated with culture.

11. Everyday People As Symbols
• The photographer James
Mollison portrays them
with their tools of their
trade.
• These everyday people
become tangible
representations of an
Africa that uses the
dignity of employment to
fight poverty, promote fair
development, maximize
resources, and handle
responsibility for creating
its future.

12. Endorser Of Campaign
• Youssou D’Nour is one of
the hundred most
influential people in world
according to Time
Magazine.
• He is a world-famous
musician, who brought
Senegalese music to the
world.

13. • He is extremely recognized
internationally, since he has
received numerous awards
for his music, including the
IMC-UNESCO Music Award
in 2004 and a Grammy in
2005.

14. Industrial Culture Of Benetton
• ‘Industrial culture’ refers to
cultures in which mass
consumption and production
both fuel the economy, and
shape perceptions and
constructions of a company’s
identity. Economic
developments, demographic
trends, and new technologies
profoundly influence the scope
and scale of industrial culture.

15. • For this particular campaign,
Fabrica’s test is to use
communications which no
longer depend on the usual
forms of advertising. It had to
rather transmit the concept
of ‘industrial culture’ and
‘company intelligence’
through other means, such
as: music, cinema,
photography, publishing, and
Internet.

16. Thank You