February 17, 2000

Protest Sears for Removing Benneton Merchandise due to Death Row Ad Campaign

In January, 2000, Benetton launched its worldwide communication campaign about capital punishment.

From the Benetton Press Release, January 7, 2000

"At the dawn of the new millennium, Benetton reveals the real faces of the prisoners on death row: the present of those without a future. All of them are looking straight at the camera, claiming, despite everything, their rights as human beings. These portraits of dozens of individuals sentenced to death, are the results of Oliviero Toscani's work for more than two years, in which he visited death rows in several American prisons."

"Leaving aside any social, political, judicial or moral consideration, this project aims at showing to the public the reality of capital punishment, so that no one around the world, will consider the death penalty neither as a distant problem nor as news that occasionally appear on TV. Toscani's images aim at giving back a human face to the prisoners on death row, to remind those "respectable people (who) are always so sure they're right..." that the debate concerns men and women in flesh and blood, not virtual characters eliminated or spared with a simple click as with a videogame."

On February 17, 2000, Sears, Roebuck and Co., the second largest U.S. retailer, said it would stop sales of Benetton USA apparel and remove the products from its stores due to strong objections to the campaign. Reprint of News Article

CrimeLynx and TalkLeft urge everyone to protest the actions of Sears, Roebuck and Co.

Send Protest Letters to:

Arthur C. Martinez, CEO
Sears Roebuck & Co.
3333 Beverly Road
Hoffman Estates, IL 60179


Sears Customer Relations
Sears USA: 1-800-549-4505
Sears Canada: 1-800-267-3277


Use the Sears Customer On-Line Form

Send a copy of your letter to Benetton at:

Benetton Group Spa
Villa Minelli
I-31050 Ponzano, Treviso

View the Benetton Death Row Ad Campaign