Benetton is known for its sports sponsorships, and for its "United Colors" 

advertising campaign. In
1982, Benetton hired Oliviero Toscani as creative director, which led to a change in advertising
focus towards raising awareness for various issues worldwide. [12] In 1984, Toscani photographed
the first multiracial ad for the brand. [3]
In 1989, Toscani refocused Benetton's advertising strategy under the "United Colors of Benetton"
campaign. The campaign's graphic, billboard-sized ads depicted a variety of shocking subjects,
including the deathbed scene of a man (AIDS activist David Kirby) dying from AIDS.[13] Another ad
featured a bloodied, unwashed newborn baby with umbilical cord still attached. The newborn ad
prompted roughly 650 complaints to the British Advertising Standards Authority, which noted in its
1991 annual report that the Benetton baby ad "attracted more complaints than we have ever
previously known."[14] A third ad included a black stallion copulating with a white mare,[15] while an
fourth advert showed a light-skinned girl with blond hair hugging a dark-skinned boy whose hair
was shaped into devil horns.[16]
In 2000, Benetton was included in the reference publication Guinness World Records for the
"Most Controversial Campaign."[17]
In November 2011, Benetton created the UNHATE Foundation, launching a worldwide
communication campaign described as an invitation to leaders and citizens of the world to
combat the "culture of hatred."[18] Benetton claimed the campaign was created to serve as its
corporate social responsibility strategy.[19] The UNHATE poster series uses altered images of
political and religious leaders, such as then-President of the United States Barack
Obama and Hugo Chávez, then President of Venezuela, kissing each other.[20]
[21]
 Following Vatican protests, Benetton removed an ad purportedly showing Pope Benedict
XVI kissing Ahmed Mohamed el Tayeb, the imam of Egypt's Al Azhar mosque.[22][23][24]
Benetton won the Press Grand Prix at the 2012 Cannes Ad festival for its Unhate campaign.[25][26]
In November 2017, Benetton launched a campaign in collaboration with Devbhumi, a company
owned by rural women from India's remote Uttarakhand region. The initiative claims to empower
more than 6,000 rural women artisans in India. [27][28]
In 2019, Benetton Group announced it will be hosting one of the four days of talks and
presentations which makes up the 88th annual International Wool Textile Organisation (IWTO)
congress.[29]
Benetton is known for its sports sponsorships, and for its "United Colors" advertising campaign. In
1982, Benetton hired Oliviero Toscani as creative director, which led to a change in advertising
focus towards raising awareness for various issues worldwide. [12] In 1984, Toscani photographed
the first multiracial ad for the brand. [3]
In 1989, Toscani refocused Benetton's advertising strategy under the "United Colors of Benetton"
campaign. The campaign's graphic, billboard-sized ads depicted a variety of shocking subjects,
including the deathbed scene of a man (AIDS activist David Kirby) dying from AIDS.[13] Another ad
featured a bloodied, unwashed newborn baby with umbilical cord still attached. The newborn ad
prompted roughly 650 complaints to the British Advertising Standards Authority, which noted in its
1991 annual report that the Benetton baby ad "attracted more complaints than we have ever
previously known."[14] A third ad included a black stallion copulating with a white mare,[15] while an
fourth advert showed a light-skinned girl with blond hair hugging a dark-skinned boy whose hair
was shaped into devil horns.[16]
In 2000, Benetton was included in the reference publication Guinness World Records for the
"Most Controversial Campaign."[17]
In November 2011, Benetton created the UNHATE Foundation, launching a worldwide
communication campaign described as an invitation to leaders and citizens of the world to
combat the "culture of hatred."[18] Benetton claimed the campaign was created to serve as its
corporate social responsibility strategy.[19] The UNHATE poster series uses altered images of
political and religious leaders, such as then-President of the United States Barack
Obama and Hugo Chávez, then President of Venezuela, kissing each other.[20]
  Following Vatican protests, Benetton removed an ad purportedly showing Pope Benedict
[21]

XVI kissing Ahmed Mohamed el Tayeb, the imam of Egypt's Al Azhar mosque.[22][23][24]

Benetton won the Press Grand Prix at the 2012 Cannes Ad festival for its Unhate campaign.[25][26]
In November 2017, Benetton launched a campaign in collaboration with Devbhumi, a company
owned by rural women from India's remote Uttarakhand region. The initiative claims to empower
more than 6,000 rural women artisans in India. [27][28]
In 2019, Benetton Group announced it will be hosting one of the four days of talks and
presentations which makes up the 88th annual International Wool Textile Organisation (IWTO)
congress.[29]