TOP DENIM BRAND TEST ALMOST FIFTY THOUSAND FOR HIV

In the wake of World AIDS day, Levi Strauss SA has said that it has facilitated free HIV testing for over 47 000 South Africans through its ongoing Levi’s® Red for Life campaign.

These figures come just three weeks after the UN named South Africa as the country with the highest prevalence of HIV infections worldwide Levi’s® Red for Life has, for the past three years, delivered a clear uncomplicated message, ‘Work it out for Yourself’, directed towards the youth. The focus of the campaign is best captured by the slogan present throughout all their testing locations: “Test yourself, learn the truth, and work out your plan”.

Nationally, only 21% of people who test for HIV are under the age of 25. In response to this worrying figure and because youngsters are most acutely affected by HIV/AIDS, the brand – named top youth brand in the annual SA brand survey – has leveraged its status to make HIV/AIDS awareness ‘cool’ in a youth-savvy way. “In October and November this year alone, Levi’s® Red for Life tested over 10 500 people for HIV. Almost 40% of these people were under the age of 25 - double the national average for youth testing. Based on these figures, and the growth on last year, we know we are succeeding in our efforts to reach the youth through this education campaign,” says Debbie Gebhardt, Marketing Director of Levi Strauss South Africa.

Gebhardt explains that the Levi’s® Red for Life campaign employs an innovative approach based on the company’s keen insight into the youth market. “This year, we have used a range of channels that are particularly relevant to the youth, including fashion, music, mobile communications and radio and television programming, to consistently communicate the message of knowing your status and taking the proper precautions against the scourge of HIV/AIDS. “By upping the stakes and strongly incentivising the youth to get tested, we have more than doubled the number of people tested, compared to last year’s campaign,” says Gebhardt. Levi’s® Red for Life offers accessible HIV testing in partnership with New Start, an independent HIV testing service sponsored by the South African and US governments.

The partnership produced six mobile VCT units specifically designed for the youth which move around the country promoting and offering free HIV testing. Understanding the sway and relevance of mobile communications in the youth market, Levi’s® Red for Life has also launched a revolutionary nationwide VCT search service in collaboration with the SA HIV& AIDS Clinicians Society and www.karabo.org.za. Individuals will be able to SMS their location to a number and will receive a personalised response detailing the closest testing facilities to them. To find out the details of the HIV/AIDS VCT facilities nearest to you, SMS the word ‘HIV’ to 31771 followed by your postal code or town name. The two nearest testing locations will be SMSed to you.

Thanks to Levi’s® Red For Life sponsorship, the SMS’s are charged at standard rate. In another first, this year’s Levi’s® Rage for the Revolution concert was attended only by individuals who have been tested for HIV. SA’s top performing artists lent their credibility to the cause by playing at the concert and being publicly tested.

Their personal stories were featured in an hour long documentary on Levi’s® Rage for the Revolution and HIV/AIDS awareness and will be aired on SABC1. 5FM is the radio partner to Levi’s® Red for Life and its local role models and DJs Nicole Fox , Elana Afrika and Poppy Ntshonqwana have been made champions of the cause. “By partnering with media channels like SABC Education and 5FM, we are significantly increasing the reach of our campaign, whilst maintaining its authentic youth-focused spirit,” says Gebhardt. Further spreading the message amongst young people, Levi’s® Red for Life has developed a youth clothing range that encapsulates how HIV/AIDS awareness has become an important part of everyday life.

The range includes red-stitched jeans with button caps emblazoned with the HIV/AIDS ribbon. Guys and girls t-shirts communicate profound messages on awareness and healthy sexual behaviour, and high-top sneakers are printed with the HIV/AIDS ribbon.

This range was launched in stores on 01 December. ENDS ISSUED BY: LANGE STRATEGIC COMMUNICATIONS ON BEHALF OF: Levi Strauss & Co South Africa

For further information please contact Bronwyn Fieldgate on (021) 448 7407 at Lange Strategic Communications or Mike Leslie on (021) 403 9400 at Levi Strauss South Africa