The United Colors of Benetton has me convinced that not all major fashion companies contribute to world malaise. Benetton consistently keeps it real by giving back to world communities, and their most recent humanitarian campaign is no different. Last month, the company teamed up with Youssou N’Dour, one of Africa’s and Senegal’s best-known singers, to launch “Africa Works,” a spotlight on entrepreneurial Africa.

Here’s the gist:
“The campaign promotes the Birima micro-credit programme in Senegal, a co-operative credit society founded by N’Dour. [It] offers financial services for SMEs [small and medium enterprises], craftspeople, professionals and artists to help them start and independently develop their business.“

“Apart from being the title of one of the singer’s international successes, Birima is the name of a legendary king of Senegal who, speaking to his people only once a year, became a symbol of the value of keeping one’s word, of a moral code reflected in the credit society’s key tenet: those who ask for a loan need offer no other security than their word and the good name of their family.“

“N’Dour says candidly that ‘my personal experience led me to realise that when a loan, however small, is used to develop an idea or realise a project, it is an effective way of fighting poverty. This is why everybody must understand the value of micro-credit. Africa doesn’t want charity, it wants repayable subsidised loans.‘”

All visual promotion for the campaign features Senegalese workers who have used micro loans to start small, productive businesses. Portrayed against a neutral background with tools of their trade, photographer James Mollison shoots amongst others, a fisherman, a jewelry-maker, a farmer, a tailor, and a boxer.

Benetton sticks their money and name where their mouth is, which is more than most fashion companies can say for themselves. Forget about fashion faux-pas because Benetton is workin’ it by challenging their fashion line to do something forward for Africans and their own work lifestyle.

Learn more about Birima here and the campaign here