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This week, we distill insights around Unemployee of the Year - a global initiative from the United Colors of Benetton UNHATE Foundation to create awareness around youth employment and to fund 100 youth projects that drive social good. 80+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities.
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People’s Insights: Volume 1, Issue 42
Unemployee of the Year
crowdsourcing | storytelling | citizenship
Fighting youth unemployment
unhate.benetton.com/
Unemployee of the Year is a global initiative from the United Colors of
Benetton UNHATE Foundation to create awareness around youth
employment and to fund 100 youth projects that drive social good.
Creating awareness about the issue
unhate.benetton.com/unemployee-of-the-year/community/10746-pierpaolo/profile
Benetton encouraged young people who are unemployed to create and
share UNWORK CVs that document their UNWORK experience, and
personalized magazine covers. 42,266 young people participated.
Crowdsourcing & funding youth projects
unhate.benetton.com/unemployee-of-the-year/community/wall
1,035 young people shared projects that would drive social good,
crowds chose the best ones and the UNHATE Foundation supported the
100 most popular projects with € 5,000 in funding each.
Benetton (finally) gets into social work
In the past, Benetton has gotten flak for exploiting social issues in its
advertising campaigns and not creating solutions. Unemployee of the
Year is Benetton’s first initiative that proposes and invests in a solution.
1) mediadecoder.blogs.nytimes.com/ 2) adweek.com/
Important issue to highlight
guardian.co.uk/commentisfree/2012/sep/19/benetton-unemployee-campaign-flimsiest-brand-aid
Bloggers and journalists agree that youth unemployment is a severe
problem and worth highlighting. Benetton estimates that there are over
100 million unemployed youths (15 to 29) worldwide.
Keeps youth motivated
People have commended Benetton’s efforts to motivate youth to spend
their free time working on creative and social good projects, and of
reminding them that they are an important part of society.
peopleslab.mslgroup.com
Good insight, but UNshocking execution
While bloggers agree with the cause, they have criticized the print ads
for being “too boring” and not as controversial as previous Benetton
campaigns, especially the UNHATE “Kiss” campaign.
1) marketplace.org/topics/business/benetton-criticized-boring-new-ads
2) http://www.adverblog.com/2012/09/20/unemployee-of-the-year/
Is Benetton’s effort enough?
Several journalists also questioned whether Benetton’s efforts are
“enough,” and compared the amount awarded to the 100 winners
(€500,000) to the cost of the campaign (€20 million).
guardian.co.uk/commentisfree/2012/sep/19/benetton-unemployee-campaign-flimsiest-brand-aid
“Every little bit helps”
Many, however, are grateful for Benetton’s efforts, acknowledging that
every little bit counts. Marketers predict the campaign will help Benetton
build a lasting relationship with the target market.
mediadecoder.blogs.nytimes.com/2012/09/18/benetton-ads-address-youth-unemployment-
by-offering-help-to-unemployees/
Doing good is good for business
guardian.co.uk/commentisfree/2012/sep/19/benetton-unemployee-campaign-flimsiest-brand-aid
Studies show that consumers prefer to buy from companies that give
back to society. Marketers believe that doing good is good business and
brands are implementing programs that give back to society.
Creating jobs can be good for business too
1) latimes.com/business/money/la-fi-mo-starbucks-jobs-20120612,0,1867272.story
2) wired.co.uk/news/archive/2012-11/07/microsoft-youth-unemployment
Businesses are beginning to see unemployment as an issue not just for
society but for their future business performance and profitability.
Several companies have launched major efforts to boost job creation.
More People’s Insights Weekly reports
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in three key
areas: crowdsourcing, storytelling and citizenship.
CrowdsourcingMahindra Spark the Rise
Storytelling:@MarsCuriosity
Citizenship#Kony2012
Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
MSLGROUP Insights
Network
50+ MSLGROUP planners
share and discuss inspiring
projects on corporate
citizenship, crowdsourcing and
storytelling.
People’s Insights
weekly blog
We deep dive into
conversations around one
project -- on the MSLGROUP
Insights Network itself but also
on the broader social web -- to
distill insights and foresights.
People’s Insights
Quarterly magazine
Every quarter, we will compile
the best insights from the
network and the blog in the
iPad-friendly magazine, as a
showcase of our capabilities.
For more, visit http://peopleslab.mslgroup.com
Coming soon: People’s Insights Annual
Report
In early January 2013 we will publish the People’s Insights Annual
Report, in which we synthesize our insights from throughout 2012 and
provide foresights for business leaders and change-makers for 2013.
People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for
innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com
