CSR in war-torn Africa: Benetton leads the way


Benetton chose Senegal's capital, Dakar, to launch its new global advertising campaign called 'Africa works'. It is centered around a micro-credit programme-Birima, spearheaded by Senegalese singer Youssan N' Dour. The 2 billion euro Italian fashion brand Benetton was making its brand socially relevant in a war-torn west African country last week. Social marketing is the new trend to look out for amongst brands.

Grammy Award winning Senegalese singer Youssan N'Dour's latest composition was created specially for his micro-credit project-Birima. As Benetton lends support to the program, 'Africa Works' will be its communication theme around the world.

Alongwith outdoor and press ads, the campaign will include a series of projects and events around Birima. Plans to take this micro-credit project beyond Senegal within the next six months to Ivory Coast are already in place. It is starting off with a corpus of around half a......

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Title: Csr - Benetton
Approximate Word Count: 383
Approximate Pages: 2 (250 words per double-spaced page)

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