The global campaign, created by Benetton's in-house agency Fabrica, is promoting the Birima micro-credit programme in Senegal, founded by Senegalese singer Youssou N'Dour.
The Africa Works campaign features everyday people with the tools of their trade and will appear on billboards and in the press throughout the world.
It features Senegalese workers who have used micro loans to start small, productive businesses, including a fisherman, a decorator, a musician, a jewellery-maker, a farmer, a tailor, two textile sellers and a boxer.
Photographer James Mollison shot the workers with the tools of their trade against a neutral background.
The campaign is aiming to show these workers as a symbol of an Africa that uses the dignity of work to fight poverty, promote equitable development, maximise its resources and take back responsibility for creating its future.
The programme will also receive financial support from the Benetton Group.
Birima, the name of the programme, was a legendary king of Senegal who, speaking to his people only once a year, became a symbol of the value of keeping one's word.
In addition to outdoor and press advertising, the campaign will include a series of projects and events. There will be a new version of N'Dour's Birima song, which was first recorded in 2000 and rearranged by him in 2008 with the participation of singers Patti Smith, Simphiwe Dana, Irene Grandi and Francesco Renga.
Advertising for the "Africa Works" campaign will also feature on stage during N'Dour's world tour.
Alessandro Benetton, executive deputy chairman of Benetton Group, said: "We chose to support this important project because, unlike traditional acts of solidarity, it offers tangible support to small local entrepreneurs through the efficient use of micro-credit."
N'Dour said: "My personal experience led me to realise that when a loan, however small, is used to develop an idea or realise a project, it is an effective way of fighting poverty.
"This is why everybody must understand the value of micro-credit. Africa doesn't want charity, it wants repayable subsidised loans."
Birmia offers financial service for SMEs, craftspeople, professionals and artists, to help them start and independently develop their business.
Compared to normal micro-crediting, Birima grants higher loans for a longer period of time, providing the submitted project has a positive effect on the community and can guarantee profits and development.