Sponsored by United Colors of Benetton, and the creation of Oliviero Toscani, "We, on Death Row" sparked controversy leading to news coverage and analysis because of its method of bringing a societal issue into the public forum. Representing itself as a campaign against capital punishment, the "We, on Death Row" piece combines elements of a magazine, brochure, photo essay, catalogue and advertisement. Although no consensus exists regarding its structure or genre, it does seem to be a continuation of Benetton’s idea and innovation of corporate advocacy. This, however, is the first time they have put forth a glossy 100-page communication, both in print form and web form, that includes quotations, interview texts and full-page color photos of 26 death row inmates.

Interviews conducted with 26 death row prisoners (25 men and one woman) complement the full-page close-up photos of them. Those interviewed range in the number of years of incarceration from one to 20 years. A short biography precedes the interview text containing the inmate’s number, date of birth, place of birth, crime committed, date of sentence and sentence. One inmate has been executed since his interview. A review of the questions and the inmates’ answers (edited) suggests the interviewer sought to personify these inmates as human beings and possibly, in turn, personalize death row itself. The interviewers in "We on Death Row" do not contain questions regarding the crimes of which they were convicted. Although some variance in questions exists the most frequently printed questions include inquiries regarding sleep habits, hopes and dreams, family ties, education and the individual’s view on society and its problems. Most of the questions are open-ended, allowing for the interviewee to respond in conversational terms. However, the questions posed to the woman are very closed, eliciting primarily yes and no answers.

The "We on Death Row" inmates’ answers obtained over three years of interviews (September, 1997 through January, 2000) contained common themes. First and foremost was their willingness to speak of spirituality, religion and faith that they had discovered or strengthened during their incarceration. Some spoke of the bible, prayer and forgiveness and their eventual place in heaven. Familial ties were important to them, especially contact with and concern for spouses, children, parents and siblings. Most talked about their childhood related to drugs, alcohol and abuse, along with their lives before prison. Some spoke of injustices or their innocence, but most mentioned their desire for the simple things in life: fishing trips, travel, sports, and food. Answers to some of the questions revealed a philosophical side to their answers, most considering themselves changed people by maturity or the prison experience.

Consistent with previous Benetton campaigns, "We on Death Row" serves as a launch pad for public debate, not only regarding the issue of capital punishment but the role of corporate political statements as well. The opening statements by Speedy Rice, instructor, Gonzaga University School of Law, and William B. Moffitt, President of the National Association of Criminal Defense Lawyers, claim that "bringing a human face to the death row" prevents society from turning its back on the injustices linked to the death penalty. These injustices include questions on racism, innocence, botched executions, politics in sentencing, prison conditions and corruption. "We on Death Row" calls attention to the United States and its continued use of capital punishment while promoting human rights issues on a global level. Journalist Ken Shulman adds in his opening article that capital punishment demoralizes humans and points to similar morality problems as mentioned above. "We on Death Row" also notes that in the past, 82 people have been released from death rows as a result of publicity brought to their plight.

United Colors of Benetton and photographer Oliviero Toscani announced on April 29, 2000 that they would be ending their 18-year business partnership in advertising campaigns. There are conflicting reports regarding who initiated the end of the relationship, however, both sides have stated publicly that it was mutual. On the heels of Benetton and Toscani’s "We on Death Row" project, one questions whether the ensuing litigation, contract loss and apologies may be responsible for the split. Although the partnership has ended, the controversial advertising campaigns may not. Benetton announced that Fabrica, a multimedia research group originally founded by Toscani and responsible for provocative and controversial ads themselves, would be taking over its advertising campaigns.

###