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People's Insights Volume 1 Issue 42: Unemployee of the Year

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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 …

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.

For more, see: http://peopleslab.mslgroup.com

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  • 1. crowdsourcing | storytelling | citizenshipPeople’s Insights: Volume 1, Issue 42Unemployee ofthe Year
  • 2. Fighting youth unemploymentUnemployee of the Year is a global initiative from the United Colors ofBenetton UNHATE Foundation to create awareness around youthemployment and to fund 100 youth projects that drive social good.unhate.benetton.com/
  • 3. Creating awareness about the issueBenetton encouraged young people who are unemployed to create andshare UNWORK CVs that document their UNWORK experience, andpersonalized magazine covers. 42,266 young people participated.unhate.benetton.com/unemployee-of-the-year/community/10746-pierpaolo/profile
  • 4. Crowdsourcing & funding youth projects1,035 young people shared projects that would drive social good,crowds chose the best ones and the UNHATE Foundation supported the100 most popular projects with € 5,000 in funding each.unhate.benetton.com/unemployee-of-the-year/community/wall
  • 5. Benetton (finally) gets into social workIn the past, Benetton has gotten flak for exploiting social issues in itsadvertising campaigns and not creating solutions. Unemployee of theYear is Benetton’s first initiative that proposes and invests in a solution.1) mediadecoder.blogs.nytimes.com/ 2) adweek.com/
  • 6. Important issue to highlightBloggers and journalists agree that youth unemployment is a severeproblem and worth highlighting. Benetton estimates that there are over100 million unemployed youths (15 to 29) worldwide.guardian.co.uk/commentisfree/2012/sep/19/benetton-unemployee-campaign-flimsiest-brand-aid
  • 7. Keeps youth motivatedPeople have commended Benetton’s efforts to motivate youth to spendtheir free time working on creative and social good projects, and ofreminding them that they are an important part of society.peopleslab.mslgroup.com
  • 8. Good insight, but UNshocking executionWhile bloggers agree with the cause, they have criticized the print adsfor being “too boring” and not as controversial as previous Benettoncampaigns, especially the UNHATE “Kiss” campaign.1) marketplace.org/topics/business/benetton-criticized-boring-new-ads2) http://www.adverblog.com/2012/09/20/unemployee-of-the-year/
  • 9. 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
  • 10. “Every little bit helps”Many, however, are grateful for Benetton’s efforts, acknowledging thatevery little bit counts. Marketers predict the campaign will help Benettonbuild a lasting relationship with the target market.mediadecoder.blogs.nytimes.com/2012/09/18/benetton-ads-address-youth-unemployment-by-offering-help-to-unemployees/
  • 11. Doing good is good for businessStudies show that consumers prefer to buy from companies that giveback to society. Marketers believe that doing good is good business andbrands are implementing programs that give back to society.guardian.co.uk/commentisfree/2012/sep/19/benetton-unemployee-campaign-flimsiest-brand-aid
  • 12. Creating jobs can be good for business tooBusinesses are beginning to see unemployment as an issue not just forsociety but for their future business performance and profitability.Several companies have launched major efforts to boost job creation.1) latimes.com/business/money/la-fi-mo-starbucks-jobs-20120612,0,1867272.story2) wired.co.uk/news/archive/2012-11/07/microsoft-youth-unemployment
  • 13. More People’s Insights Weekly reportsEvery week, we dive into one topic for discussion on the MSLGROUPInsight’s Network and discuss insights and foresights, in three keyareas: crowdsourcing, storytelling and citizenship. Crowdsourcing Storytelling: Citizenship Mahindra Spark the Rise @MarsCuriosity #Kony2012For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
  • 14. Read People’s Lab insights and foresightsThe People’s Lab team shares the insights and foresights from theMSLGROUP Insights Network on the People’s Insights weekly blog andthe People’s Insights Quarterly magazine. MSLGROUP Insights People’s Insights People’s Insights Network weekly blog Quarterly magazine 50+ MSLGROUP planners We deep dive into Every quarter, we will compile share and discuss inspiring conversations around one the best insights from the projects on corporate project -- on the MSLGROUP network and the blog in the citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a storytelling. on the broader social web -- to showcase of our capabilities. distill insights and foresights.For more, visit http://peopleslab.mslgroup.com
  • 15. Coming soon: People’s Insights AnnualReportIn early January 2013 we will publish the People’s Insights AnnualReport, in which we synthesize our insights from throughout 2012 andprovide foresights for business leaders and change-makers for 2013.
  • 16. People’s Lab: Crowdsourcing Insights &InnovationPeople’s Lab is MSLGROUP’s proprietary crowdsourcing platform andapproach that helps organizations tap into people’s insight forinnovation, storytelling and change.For more, visit http://peopleslab.mslgroup.com
  • 17. For People’s Labsolutions, contactpascal.beucler@mslgroup.com