(ANSA) – London, September 18 – Italian clothes giant United Colours of Benetton on Tuesday announced that it would be taking on the scourge of global youth unemployment in its latest advertising campaign. Designed in collaboration with the retailer's own Unhate Foundation, the campaign consists of posters, t-shirts, a film and a competition to choose 100 'unemployees of the year' on the basis of project ideas for enacting social change in their local communities. "Compared to past years the theme (of the campaign) may seem less shocking, particularly from an image point of view," said company president Alessandro Benetton. "In reality, if you pay attention to the message, it is even more so". Benetton said globally over 100 million people aged between 15 and 29 are jobless and often the victim of negative stereotypes and prejudice. "We can't change the world, we make clothes," said Benetton. "But we can use our voice to highlight the problem. We will not find solutions to this crisis until we enter into a dialogue with the new generations".