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Using the Power of the Levi’s® Brand to Raise Consumer Awareness

Levi Strauss & Co. has integrated HIV/AIDS in its marketing around the world to help educate consumers and focus on prevention.

In 2005, Levi Strauss South Africa launched Red for Life, a highly successful campaign that targeted young people, encouraged them to take action to fight HIV/AIDS and raised significant funds for South Africa’s leading AIDS services and advocacy organization. Through unique marketing in a variety of media, these efforts aim to catch viewers’ attention while sending a strong “protect yourself” message to encourage HIV testing. In 2007, we funded “Unzipped,” a documentary aired on the South Africa Broadcast Company’s network featuring top music artists speaking candidly about life, sex and HIV/AIDS. To date, nearly 80,000 individuals have been tested for HIV as part of the campaign.

For more than a decade, Levi Strauss and Co. has been commemorating World Aids Day by engaging employees and consumers. Some examples include:

• Original Levi’s® Stores across Europe join forces with other retailers such as The Body Shop and Virgin Records Stores to distribute HIV/AIDS education packets to customers.
• Original Levi’s® Stores in the U.S. partner with the Magic Johnson Foundation to sponsor "Open Your Eyes," an awareness and fundraising campaign focused on HIV/AIDS education and care services.
• Levi Strauss & Co. purchases Four 'Safer Sex Machines' with mobile video units that are deployed in Eastern Europe, India, South Africa, and the United States.
• Levi's® brand and LIFEBeat, the Music Industry Fights AIDS, produce the "Music with a Message" benefit Concert in New York City with a live webcast on World AIDS Day.

Click here to Checkout out the Levi’s® Red for Life Campaign Website