With its new worldwide communication campaign
United Colors of Benetton invites the leaders and citizens of the
world to combat the “culture of hatred”
and creates the UNHATE Foundation
Today United Colors of Benetton is launching their global communication campaign UNHATE.
Ponzano, November 16, 2011.
Hatred is never appeased by hatred in
this world. By non-hatred alone is hatred appeased.
Quote from the Sutta Pitaka. The Basket of Suttas, Sutta Pitaka, contains over
10,000 suttas (teachings) of the Buddha or in some cases, his most authoritative
This profound and humane concept of tolerance sums up the principles inspiring the UNHATE CAMPAIGN.
Benetton has created this campaign with the aim of contrasting the culture of hatred and promoting closeness between people, faiths, cultures, and the peaceful understanding of each other’s motivations, using a global call to action.
“While global love is still a utopia, albeit a worthy one, the invitation ‘not
to hate’, to combat the ‘culture of hatred’, is an ambitious but realistic
objective,” explains Alessandro Benetton. “At this moment in history, so
full of major upheavals and equally large hopes, we have decided,
through this campaign, to give widespread visibility to an ideal notion of
tolerance and invite the citizens of every country to reflect on how
hatred arises particularly from fear of ‘the other’ and of what is
unfamiliar to us.
The central theme is the kiss,the most universal symbol of love.
Kiss & Enjoy! /a