Creative Gallery on Sustainability Communications

 

 
"Food For Life" For Benetton
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Description / Synopsis

Setting the scene is the symbol of the Food for Life campaign: a man with a mutilated arm, whose metal prosthesis is a spoon. Other images (on billboards and in newspapers all over the world) tell true, individual stories - of women, children and men - whose only chances of escaping violence, marginalisation and poverty depend on them finding food.

Context

The images, taken by James Mollison, Fabrica’s young photographer, in Afghanistan, Cambodia, Guinea and Sierra Leone, show crisis and poverty. They demonstrate how food becomes a catalyst for reconciliation and development, a tool capable of revolutionising the lives of hungry individuals.

Philosophy/Solution

“We chose to work with WFP because we share their commitment and their tangible initiatives. We are supporting them – just as we have supported other humanitarian organisations in the past – with a campaign in which we believe absolutely because it encompasses a number of social issues – war, disease, marginalisation – which we have already addressed in our previous communication projects,” Luciano Benetton

Title"Food For Life"
AgencyN/A
CityN/A
AdvertiserBenetton
Brand NameBenetton Group Spa - World Food Programme
Sustainability Themes Ethical Business & CSR, Poverty
Date of First Publication 13/02/2003
Country of ProductionUnited States of America
TypeOutdoor / Out of Home
   
Advertising Manager: Filippo Parisi
Agency Producer: Paolo Landi
Editor: Amy Flanagan
Photographer: James Mollison