Benetton Gets In On Micro-Lending

The United Colors of Benetton has teamed up with Senegalese singer Youssou N’Dour for a global campaign in support of Birima, a micro-credit program in Senegal that was founded by the singer. Similar to other micro-finance organizations like Kiva, Birima offers zero interest loans to Senegalese entrepreneurs to get their projects off ground. Additionally, borrowers also receive assistance from Birima advisors on their project and collectively develop a business plan with them.

The campaign features some stunning portraits of Senegalese workers who have used their loans to start up their own businesses. Photographer James Mollison portrayed them with the tools of their trade against a white background in an attempt to represent the “tangible symbols of an Africa that uses the dignity of work to fight poverty, promote equitable development, maximize its resources and take back responsibility for creating its future.”

According to the press release:

…Compared to normal micro-crediting, Birima grants higher loans for a longer period of time provided the submitted project has a positive effect on the community and can guarantee profits and development. Senegal was chosen for the pilot project because it is one of the most stable African countries, albeit with significant differences in income among the population. From Senegal, Birima’s style of advanced credit will be gradually exported to other African nations.

Core concepts of Benetton’s advertising are reiterated in this new campaign. By supporting and promoting a fund to finance work in Senegal, Benetton underlines the importance of co-operating with organizations dedicated to solidarity. At the same time, the campaign emphasizes how the commitment of a single person can put the wheels in motion to generate change in society as a whole.

Africa Works