Wednesday, May 7, 2008

Microcredit Africa Works

Late in 2007, Benetton began documenting the progress of the loan recipients through the images of photographer James Mollison. Mollison’s photos spotlight a diverse group of entrepreneurs including a fisherman, a decorator, a musician, a farmer, and a boxer. In keeping with Benetton’s commitment to social advocacy, the images are featured on billboards and print ads in the company’s new Africa works” global communications campaign.

Africa Works - the slogan of the campaign developed by Fabrica - will appear on billboards and in the press throughout the world, from February 2008. It features Senegalese workers who have used micro loans to start small, productive businesses. Photographer James Mollison portrays them with the tools of their trade against a neutral background. They include, amongst others, a fisherman, a decorator, a musician, a jewellery-maker, a farmer, a tailor, two textile sellers and a boxer. These everyday people become tangible symbols of an Africa that uses the dignity of work to fight poverty, promote equitable development, maximise its resources and take back responsibility for creating its future.

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