Aids ribbon gets youthful makeover

Designed by King James agency, the 'Red for Life' logo features a pair of Levi's jeans with the legs crossed that closely mimics the AIDS ribbon.

Levi Strauss South Africa, have initiated 'Red for Life', designed by King James agency, and featuring a pair of Levi's jeans with the legs crossed that closely mimics the AIDs ribbon, as a more visible effort in its ongoing commitment to fighting HIV and AIDS; and raising awareness and funds for the education and treatment of people living with AIDS.

Mike Joubert, MD of Levi Strauss SA says, "To add to the authenticity of this campaign, we not only tweaked the AIDS ribbon, but we briefed the Red & Yellow School to design the creative for our first 'Red for Life' initiative, 'The Rage for the Revolution' music concert, scheduled to be held on the 12 February. Because we aimed to promote a message of responsibility, it was imperative that our communication spoke the language of the youth.

"We wanted clear, unpatronising adult-style communication and looked to the young creative force in our country to take up the issue and explain responsibility from their side to their peers, in a way youngsters will best relate."

First year student Lari Meyer's work was chosen out of a class of first years, and has been used throughout the campaign as the 'Rage for the Revolution' artwork. The colours used are red, black and white, specifically chosen as they represent not only the corporate colour of the Levi's brand (red) but they also promote the feelings of youth power required for a revolution.

'Rage for the Revolution' will feature some of South Africa's most popular and outspoken rock, punk and hip hop artists, including Karen Zoid, Kallitz, Godessa and the Springbok Nude Girls, and will donate all proceeds to the TAC Treatment Project. It is the first in a number of Red for Life events and actions planned for 2005, and aims to drive the message of 'Condoms Everywhere' to the youth. This will see 60 000 'Rage for the Revolution' condoms being distributed prior to the event, notably at schools, universities and general youth 'hangouts'.