Fact or Fiction
  1. In the Benetton campaign, "We, On Death Row", the prisoners are pictured wearing Benetton clothing.

    2. This is not true. The prisoners are all dressed in their appropriate prison attire which, is very far from the style of clothing sold by Benetton. This can be seen by visiting: www.benetton.com/deathrow

  2. This is clearly an advertisement.

    3. Benetton has created this 100-page layout as a photo-essay. Considering no Benetton clothing is shown the company is not advertising their product at all.

  3. Prisoners received payment for their photos and interview.

    4. No prisoner has received payment for this campaign. At one point money was offered, but was denied by a court of law.

  4. Oliviero Toscani avoided addressing the actual crimes that these prisoners convicted, which ended up placing them on death row.

    5. Toscani was not allowed to address the reason the prisoner was on death row. Had he not been restrained by rules, he surely would have included that in his campaign.

  5. Benetton falsely stated that they were journalists, rather than a clothing company, when interviewing the prisoners.

    6. A series of the interviews were done by Ken Shulman, a free-lance "journalist" who works for Newsweek.

  6. Prisoner authorities and inmates were mislead as to what the interviews and photos were going to be used for.

Mr. Speedy Rice, on behalf of the National Association of Criminal Defense Lawyers (NACDL) contributed to the campaign by contacting and negotiation with the prisons’ authorities and inmates’ lawyers.

Amanda Breen and Catherine Corbin