unemployee of the year - people’s insights volume 1 issue 42

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

For People’s Lab

solutions, contactpascal.beucler@mslgroup.com