This is one of Benetton's first social awareness ad dating back to September 1989 and the campaign that has won Benneton several awards in Cannes and Italy. The image shot by photographer Oliver Toscani, is meant to promote equality between white and black, however due to US slavery history many critics thought it resembled too much a slave being forced to breast feed their owner's baby, as was common in those days. Nonetheless, the image is beautiful showing the loving nurture between the woman and the baby, one of the most intimate moments a woman can share with a child.
By having a black woman breast feeding a white baby and not the other way around, we see the historical reference that some have criticized; however this only makes the image stronger. It shows that regardless of the abusive past slaves suffered, there are no hard feelings and no reason for there to be discrimination now. Neither the woman's or baby's face are shown, which focuses on the bond between the two races and not this individual duo. The image is strong, concise and though-provoking, all crucial elements for a successful social awareness campaign. Its noteworthy to mention that this like most Benetton campaigns dispenses the use of any copy other than the brand's logo. With this imagery, it is understandable why they would do so; after all, an image is worth more than a thousand words.
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