Backed by outdoor and point-of-sales support, the campaign features portraits of orphaned apes confiscated from illegal traders.
Shanghai, Taiwan and Hong Kong have started running the campaign, which uses the exterior of buses in Taiwan, a giant billboard in Hong Kong's financial district as well as the underground subway system in Shanghai.
Rhonda Yung, assistant area communications manager of Benetton Asia-Pacific, said the chain was awaiting approval for the campaign's Singapore launch.
Benetton estimated spending six million euros (US$7.5 million) on the push, but declined to provide a figure for Asia-Pacific expenditure. The campaign is the latest in a string of socially responsible themes used by Benetton, though critics have derided its previous use of shocking images.