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Youth unemployment and corporate social responsibility

by on October 8, 2012

Benetton’s latest advertising campaign (which has been described as their ‘most boring ever’ due to its lack of shock factor) is built around global youth unemployment.

The campaign centres around the idea of an ‘Unemployee of the Year’ and features a contest to chose the best 100 creative projects submitted online by unemployed people aged between 18 and 30 years old. The projects must lead to concrete social impact in the participants’ community.

This commentary  in The Guardian reflects on how being seen to do good is now regarded as ‘good business’ with a growth in corporate social responsibility (CSR) campaigns. It goes on to comment on how ‘companies are acting in spaces NGOs and governments traditionally filled. Putting their hand to thorny social problems that used to occupy a no-brand’s land’. So is youth unemployment being seen by companies as a safe if thorny social problem?

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