NEW YORK — Benetton has expanded its stake in the field of politically charged marketing with the creation, by its communications arm, Fabrica, of a logo and images for the World Health Organization’s Global Campaign for Violence Prevention.
The effort follows Benetton’s $16 million Food For Life campaign in February, codeveloped with the U.N.’s World Food Programme, which sought to illuminate hunger as the root of numerous problems.
The Fabrica images, launched in May at the World Health Assembly’s annual meeting, highlight some of the most intimate expressions of violence, such as suicide and domestic violence — those often the most difficult to defeat.
The antiviolence campaign also extends to the June-July edition of Benetton’s magazine, Colors. Graphic images in that issue, which went on sale Saturday, include the gunshot suicide of Sunasak Tikajuwattana, 29, owner of a small air-conditioning repair business in Bangkok, Thailand, after family and financial problems; the hanging execution, in Mashad, Iran, of Saeed Hanaei, 39, himself accused of murdering 16 women, and several bloody murders committed by inmates of Pollsmoor Prison in Cape Town, South Africa.
Violence is among the leading causes of death for people 15-44, according to the WHO, which estimates on an average day, 2,233 people commit suicide, 1,425 people are killed by homicide, and 850 are killed in armed conflict.