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.”

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