Fabrica: Too Young To Drink

“Fabrica is a communication research centre. It is based in Treviso, Italy, and is an integral part of the Benetton Group.” 
Fabrica’s website is amongst my favourites that I have seen. It is vibrant and diverse and packed full of a variety of work. On their ‘Social Campaigns’ area of their website, Fabrica have developed incredibly powerful and innovative ways of drawing attention to serious current issues in the media. The first I have chosen is a campaign called “Too Young To Drink”, a project for drawing attention to the harm that drinking during pregnancy can cause. The visual shows a baby appearing in what looks to be a cocktail, posed as if it is in the womb and placed amongst lime, ice cubes and bubbles. This gives a powerful image of a baby drinking what the mother does of no choice of it’s own, causing damage to the baby. The title “Too Young To Drink” is almost a play on words, most often used to describe children and teenagers who just fall short of the legal drinking age. The phrase appears almost shocking next to the image of a baby who is clearly too young to drink. It seems shocking that someone may need to be reminded of this.
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I found the following campaign particularly interesting. Despite being a campaign deterring from violence against women, Fabrica decided against a common technique of using shock advertising, exposing the pain behind violence. Instead, they use flower petals as a metaphor for the violence, showing a woman being ‘stoned’ with petals instead of stones. This choice is explained on their website as below:

“A group of men “stoning” a woman with flower petals: this is the symbol-image of the new campaign by United Colors of Benetton in support of UN Women, the United Nations agency that promotes gender equality and empowerment of women, on occasion of the UN International Day for the Elimination of Violence Against Women, on 25 November.

By choosing to overturn the cliché of “do not hit even with flowers”, United Colors of Benetton and UN Women call for ending all forms of discrimination and abuse. Devised and created by Fabrica, the global campaign, centered around an image and online videos published by the international press and on social networks, seeks to remind the world that women should no longer have to put up with discomfort, suffering or a life of misery: they should be able to choose to be themselves and not what their partners, men, religion or society would like them to be. The goal of the campaign is also to advocate international awareness of the need for concrete actions to support women and prevention programs, beginning with efforts to promote an education for young men and women that develops a culture based on recognition, respect for difference and equal opportunities.”
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Mariana Fernandes
Research Source: http://www.fabrica.it/category/social-campaigns/?lang=en_us

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