This 96-page magazine insert includes an essay co-written by Speedy Rice of the Gongaza University School of Law with William B. Moffitt, President of the National Association of Criminal Defense Lawyers and an essay by journalist Ken Shulman. Full and double-page color photographs by Oliviero Toscani are accompanied by brief interviews with each of the 26 inmates. Also included are quotes about the death penalty from Pope John Paul II, the Dalai Lama, and Martin Luther King, Jr.
Published by the Benetton Company as a magazine insert in the premiere issue of Tina Brown's "Talk". The publication was part of an advertising campaign launched by Benetton in January of 2000 which included billboards, ads in major magazines including Rolling Stone and Vanity Fair, and on-line images. It is not surprising that this controversial campaign against the death penalty generated protest as well as legal challenges and lawsuits. Sears, which was about to carry the Benetton label in their stores, pulled the line before it even hit the shelves.
The Italian photographer, Oliviero Toscani (b. 1942) is not a stranger to controversy. From 1982 through 2000, he designed controversial campaigns for Benetton, photographing subjects which tackled important issues such as AIDS, racism, and war. One of his campaigns featured Therese Frare's photo of David Kirby dying of AIDS surrounded by his grieving family. Toscani resigned from Benetton following the controversy over this death row campaign but did not shy away from controversy. He tackled gay rights in 2005 in an advertising campaign for the men's clothing line 'Ra-Re' and tackled the subject of anorexia in 2007 with his photographs of a highly emaciated model.
Although Benetton's death penalty campaign drew protests and boycotts from various sources including Victims' rights groups, the campaign did not seek to address the nature of the crimes nor that of the criminals or victims. In Toscani's words "This campaign is not about victims. It is about the death penalty. The death penalty is unreligious. The 10 Commandments say 'Thou shalt not kill.' It is against the law." Harvey Lee Green, Carlette Parker and Christopher Simmons are included among the prisoners pictured and interviewed in the magazine. Christopher Simmons was a juvenile offender facing execution in Missouri. On March 1st, 2005, the U.S. Supreme Court ruled in favour of briefs submitted by Simmons, finding the application of the death penalty to those under eighteen years of age to be unconstitutional. Other inmates pictured in the book include:
Kevin Nigel Stanford who was 17 at the time of his arrest. His sentence was commuted to life in prison by the Governor.
Leroy Orange confessed after 12 hours of interrogation and alleged torture. Governor Ryan granted him a full pardon based on innocence.
Jeremy Sheets' conviction was overturned because the lead witness against him committed suicide. He was released in June 2001.
Joseph Amrine was released from prison in July 2003 for reasons of "probable innocence".
John Lotter is still on death row. His murder case inspired the film "Boys Don't Cry".
Carlette Parker was one of a few women on death row.
Steven Parkus was removed from death row in 2007 when the Missouri Supreme Court determined that Parkus is mentally retarded and therefore not eligible for execution.
RARE. Good .
Keywords: PHOTOGRAPHY; TRUE CRIME; LAW; LEGAL SYSTEM; DEATH PENALTY; BENETTON; OLIVIERO TOSCANI; WE, ON DEATH ROW; PORTRAITS; ILLUSTRATED; ILLUSTRATIONS; UNITED COLORS OF BENETTON; MARTIN LUTHER KING, JR.; DALAI LAMA; POPE JOHN PAUL II; ADVERTISING INSERT; SUPPLEME