Levi's continues with HIV/Aids campaigning

The 2007 Levi's Red for Life Initiative will consist of the continuation of the very successful Levi's Red for Life/New Start mobile VCT clinics, as well as a third Rage for the Revolution live music concert, which this year will be packaged into a TV special and broadcast on SABC along with artists interviews about their attitude towards the issues surrounding HIV and Aids.

The inaugural event in Cape Town at The Castle and last year's one at the Bassline in Newtown created a platform for discussion around how HIV and Aids affects South Africa's youth. And this year's concert (happening at a mysteriously secret and beautifully unique location somewhere in South Africa) is on 10 November 2007 and will once again engage the audience with a conscious mix of brilliant music and thought-provoking opinions.

And in a world-first, the audience at the concert will be made up entirely of people who've been challenged to make the effort and know their status, as the campaign consistently challenges the youth to work it out for themselves. All performing artists will be briefed by the Levi's Red for Life team on the truths regarding HIV and Aids, giving them the required knowledge to share with the audience.

But it's not all about being prescriptive. It's about opening up dialogue, and the bands will be encouraged to share their personal feelings about keeping safe and well with the audience. They will also be asked to get tested as demonstration of solidarity in driving the message.

Continue from where it left off

This year the campaign message will continue from where the previous years left off, making the public aware that it's imperative to know one's status and then use this information to plan a healthier, safer life. Knowledge in this case means the power to determine the future.

Everyone who gets tested at one of the Levi's Red for Life/New Start mobile VCT clinics, which are travelling around the country prior to the concert, will stand a chance of winning two free tickets to Levi's Rage for the Revolution. Tickets will be sent via SMS, and those ‘out-of towners' lucky enough to win tickets will be provided with travel and accommodation to attend the event. Here they'll get to see a lineup that includes The Dirty Skirts, Loyiso, 340ml, Kabelo, Lira and The Parlotones.

“We have a long and extensive history of supporting local music,” explains Mike Leslie of Levi Strauss South Africa. “Thus it makes sense to leverage that investment and partner with local musicians to drive a credible and relevant HIV and Aids message to the youth.”

To amplify the message, a one-hour TV special that covers the event and its build-up will be aired on SABC around World AIDS Day.

This film will use footage from the concert, combined with in-depth interviews with band members and individuals to convey core messaging from the Levi's Red for Life initiative. 5FM will also compile a ‘highlights package' from aspects of the campaign and air it during the course of the day, ensuring that the ‘working it out for yourself' and knowing your status remains top of mind.