Despite hate being the most widely consumed emotion around the world, United Colors of Benetton abandons its controversial Unhate campaign featuring some much solicited love lip-locks, to address the issue of unemployment.

The rapidly growing youth unemployment, the change in work patterns and seemingly gloomy prospects made the Italy-based fashion brand hit the nail on the head and came up with its latest campaign called the “Unemployee of the Year”.

The campaign which is running till October 14 offers 100 people $ 6500 each to help fund their individual projects. The contest open to young people between ages of 18 to 30 all over the world will award the 100 projects receiving the most votes by visitors at Benetton’s Unhate site.

The initiative aims to spread a positive message of hope and celebrate creativity of young people comes with a video claiming, “For the commitment you demonstrated day in and day out. For standing tall in the face of adversity. For the perseverance. And for always going above the call of duty. For the extraordinary achievements in research, arts, and crafts. For delivering under pressure and showing leadership qualities. For making us see that it’s not all about how you make money or how you spend it. For telling those who told you "Go get a job." A job doesn’t define me. What I fight for does.”